Keen to be first in the East
Asia-Pacific is a vast region that presents monumental challenges for retailers needing to carry out store checks. Due to its size and complexity, it has traditionally been very difficult to assess in-store execution and take the necessary action in time. Yet with a growing population of tech-savvy customers, retailers are very open to using new digital tools. So when StorePal became available, it was welcomed as a handy technological solution to a long-standing geographical and logistical problem.
Bridging the culture gap in Vietnam
Loyalty programmes that involve collecting stamps are not common in Vietnam. This means that shoppers have to be introduced to the concept of such a programme, and that store staff need to be made aware of the procedures and objectives involved.
Saigon Co.op, one of the top-rated supermarkets in Vietnam, and one of the top 500 retailers in the Asia-Pacific region, took on this challenge in autumn 2017. Over an 18-week period, it changed Vietnamese consumers’ shopping habits by running its first-ever loyalty programme, which involved offering premium Spiegelau glassware. In order to monitor this programme swiftly and accurately, Saigon Co.op simultaneously decided to pioneer the use of StorePal. Through this new app, the central marketing team had a direct link to store managers all over the country, enabling them to closely check what was happening so that they could encourage and incentivise correct participation. For instance, by assessing the photos of the displays, the marketing team could suggest how to enhance in-store execution. This enabled Saigon Co.op to achieve its aim of ensuring the best possible marketing execution across all its 85 participating stores.