MAKING FAMILY SHOPPING ROUTINE

A GESTURE OF SHOWING LOVE !

Presented by A-luminous
Date: May 10th, 2021
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

COVID-19 HAS REDEFINED RETAIL INDUSTRY IN VIETNAM.

Lower growth rate New but fast growing player
Retail sales of goods and services (2015-2020) (*) Channel preferences by city (2018 - 2020) (**)

New expectation In Hanoi, Modern Trade is still the dominant, but e-commerce is
increasingly more important and penetrative
respondents aged 18–34 say they would be encouraged to visit
malls by “A great assortment of food and restaurants for dining
40%
or take-out, including a food hall” (***)

Food is the new fashion: unlike previous years, fashion is no more a key
reason for going to shopping mall. As a social experience, dining out
appeals to all customer segments—and it cannot be replicated online.
(*) Deloitte, Retail in Vietnam, July 2020
(**) Deloitte, The Vietnam Consumer Survey, February 2021
(***) Deloitte, Future of the Mall, 2020
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

WHAT’S MORE, THERE IS A FIERCE COMPETITION FROM FOREIGN AND LOCAL PLAYERS
IN SHOPPING MALL INDUSTRY.

Aeon Big C Lotte VinCommerce

Parent Group Aeon Central Group Lotte Vingroup

All 6 36 15 4
Network/Scale
Hanoi 2 6 3 3

Target Segment Middle - upper income Mass - middle income Upper middle income Middle - upper income

Value Proposition Premium with Japan Variety

Competitive Price Experience
quality Convenience

Partnership with Owns logistic Owns logistic network +

Distribution Lotte Logistic Vietnam
Sagawa distribution network Exclusive 3PL
Business Enablers
Loyalty AEON member card Big C member
Program L.Point VinID

Omni-channel platform No
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

SUPRISINGLY, VINCOM MEGA MALL ROYAL CITY IS NOT HAVING A STRONG EMOTIONAL
RELATIONSHIP WITH THE CONSUMERS.

How customer perceive our brand? Our brand strength perceived

“Once a buzzing destination “Very large and vast” 20/20
when it was established, but 16/20
not as much now.” “Quite premium” 17/20

“Few innovations, not having “Diverse brands” 18/20

up-to-date trends in place.” 12/20

“No specific image is

attributed to when the mall
Tenant Mix & In-store Exp
is mentioned.” 18/20
“There are exclusive
brands/services found
nowhere else” 13/20

Promotion & Advocacy “Easy to get lost due to large

scale and lack of proper 7/20
“Few advertisements about
12/20 in-store navigation”
the place”

“Not talked about as much

as when it was first 16/20 Convenience
launched”
“Quite distant from city
center but nearer 5/20
compared to similar large
malls”
To stand out in the new normal, Vincom Mega
16/20
Mall Royal City needs to build a strong emotional “Parking lot is too big, hard
to use”
relationship to retain and acquire customers.
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

THEREFORE, TARGETING PEOPLE WHO ARE SEEKING FOR CONNECTION/EMOTION IS

THE KEY OF SUCCESS

Hà Nội
Convenience Seeker “It’s convenient and I can get the
Towers (0-1 km, 5 mins) products they want easily”

Variety Seeker “I need products I couldn’t find within

(0-6 km, 15 mins) my residential area. I look around for
variety.”

“I want to explore new experiences,

Key source of growth:
Sense-of-Connection - Rejuvenate brand image:
especially entertainment. I can spend more
looking for emotional
1 km 6 km 10 km Seeker time to go to new places that offer me
connection → key drivers help
5 mins 15 mins 25 mins (0-10 km, 25 mins) different experiences I couldn’t have
us rejuvenate brand image
Convenie
nce Se nearby”
eker - Large scale segment: 10km
Va away areas are big districts
r iet
y such as Ba Dinh, Hai Ba Trung
Se
e ke with high population density →
r “I just go VCMMRC once to try the
Sen

Trial Seeker potential to increase footfall.

whole new experience. I’d rather not
se o

(out of catchment area)

come back because it’s so far away”
f co
nne
ctio
n Se
eke

r
eke
r

al Se
Tri
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

AMONG SENSE-OF-CONNECTION SEEKERS, YOUNG PARENTS IS THE MOST POTENTIAL GROUP!

Main consumption contributors in Hanoi

Marital status distribution in Vietnam (*)

TFR (Total fertility rate) of Hanoi woman is 2.5

per woman, highest in 4 key cities in Vietnam (**)

There are many winning points in their customer journey

Usually going in groups Different generations Willing to wandering around in the mall as the mall provide
(parents and child) with diverse needs a air-conditioned and low-traffic environment

Chance to increase footfall Chance to increase Key driver for us to create connection and emotional
venues and diversified relationship to make their experience better as a mall
tenant mix owner

(*) Deloitte, The Vietnam Consumer Survey, February 2021 (**) General Statistics Office of Vietnam, 2021
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

YOUNG PARENTS HAVE SPECIFIC CHARACTERISTICS!

Being in the middle of career path

Age Young Parents makes them busy with heavy Busy working
25 - 35 years old workload. Besides family, working is schedule
also a second-lead priority.
Career
In the middle of career path with stable Married couples in the early stages Willing to spend for
job are more keen on building their shopping and
family, giving their family the best entertainment with
things they can provide
Marital Status family
Married and having kids
Deeply caring about
Income Wanting the best things for their their children and
children, they strive to be the best
30 million VND / household on average version of parents and giving their wanting to fulfil
kids the best environment. their parenting
Location roles to the best

Living in big districts in Hanoi: Cau Giay, Being born in the millennial
Ba Dinh, Dong Da, Hai Ba Trung. generation, these parents are
familiar and comfortable with novel Tech-savvy
technology.

Demographics Behaviours
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

OUR TARGET DEMANDS A SOLUTION!

CATEGORY TRUTH Taking my kids to the mall to enjoy is the way that make make me feel I am fulling my parenting
role to the fullest

BRAND TRUTH The place where the connection and caring among family members is the first priority

Looking my kids having funs in shopping mall is really delightful however I feel a little bit
CONSUMER TRUTH separated at that time

Insight
“Bringing my kids to the mall to enjoy is a way that makes me feel I am fulfilling my parenting
role and looking them having fun is very delightful however I feel a little bit separated during
mall experience. It would be great if we can enjoy the joy and meaning as a family”

VCMMRC HAS THE MISSION TO TURN DAILY ACTIVITIES INTO A MEANINGFUL ACTIVITIES THAT ARE
SHARED BY GENERATIONS IN FAMILIES
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

BIG IDEA

SHOPPING IS CARING
Refilling the fridge, having a dinner out or taking your kids to the playground are no longer the way to fulfill your parenting role but to
take care and express love to your family.

Let Vincom Mega Mall Royal City facilitate/enable you to CONFESS YOUR
LOVE TO YOUR BELOVED EVEN IN SMALL MATTERS OF LIFE!
 Big Idea SHOPPING IS CARING

Ultimate Goal Family footfall increases 80%

KEY Tenant & Recreational

Loyalty Program Activation
DELIVERABLES facilities mix
Enhance key message by delivering
Enhance key message via brand touchpoints Enhance key message by utilizing viral
Description family-oriented in-store experiences through a
during pre & post in-store experience. family-friendly concept activation.
creative tenant mix.

Before: Before: Before:

- Family members have separated
experiences in store
Outcome Expected
After:
- VCMMRC has family-oriented outlook
- Family enjoys full experience together & has
spaces to show the love for each other.
- Lack of brand touch-point in the whole
customer journey - easily to forget
After:
- Expand touch point of brand to pre & post
in-store experience with SEO and customer
service
- Due to lack of viral activation compared to
competitors, customer forget about us
After:
- Through the content of viral activation,
customer perceive VCMMRC as a top of
mind shopping mall for family activities

- 9.0 NPS for in-store from targeted customer 60% Return rate of target audience in same - Average of 500 attendee per activation
- 70% top of mind cho "dia diem vui choi cho years (loyalty rate) events
KPI gia dinh" of experienced customer 18 Action taken in customer service post - 30% top of mind cho "dia diem vui choi cho
- 20 of new family-friendly facilitators in-store exp in one year/per unit of customer gia dinh" of audience

Budget 10 billion VND 1 billion VND 2 billion VND

 Mega Mall analysis
STRATEGY 1: FAMILY-FRIENDLY IN-STORE EXPERIENCE
Some other highlights
Catchment & Customer Analysis Big Idea Action Plan
Highlights New types of stores Anchors
F&B makes up the most of - Birthday party restaurant:
35% tenants
Main purpose of family going to the
well-known place for celebrating
special occasions with family.
mall is dining out
- Parenting rooms: breastfeeding
chair, nappy-changing area and
boiling water for heating.
20% Family-oriented stores - Baby Cafe: mothers can drop in
has highest increasing rate. for lactation and baby advice, meet
other mums and chat.
- Toy Store, Family photo Booth
10% Entertainment Facilities are - Snow Town & Water Park:
more diversified. suitable for all types of generation.
Landmarks are made of glass between
Electric Train
Landmark tenants → creating the effect of
windening space for the mall
for shopping
Bright and vivid colors that are family
Main concept friendly, but also classy to attract other
segments of customers
Exhibitive spaces such as memory
corner, art gallery, showroom → Family
Showroom Space enhance family interactions and Photobooth for
strengthen emotions. saving memories
 Mega Mall analysis Catchment & Customer Analysis
STRATEGY 2: CUSTOMER LOYALTY ENHANCED VIA MULTIPLE TOUCHPOINTS WITH
BRAND
Pre in-store
experience
● Implement Search Engine Optimization (SEO) to
own the keywords off family-oriented topic such
as “weekend family hang out, family playground,
etc” to catch brand attendance on
digital-platform (Search, social)
● Offer “family packaging” promotion to encourage
customer to go to the mall with their family.
Big Idea Action Plan
Post in-store
experience
● Membership program, integrated to VinID, offer a
bundle of exclusive benefits such as separate
parking area, fast payment line, etc
● Follow up customer with topic “Caring is not just
only in-store” through post-experience online
customer service such as send email/SMS to remind
of your family member birthday, gift for occasion
tips to protect your family health.
● The key point is to collect the right data to send the
significant valuable content that make your boss
proud
 Mega Mall analysis Catchment & Customer Analysis Big Idea Action Plan

STRATEGY 3: ACTIVATION

WHY ACTIVATION?
ACTIVATION EVENTS:
The content of a viral keyhook usually creates a
perception about the mall in which event takes
place. - Occasion: Hosted on special family-day such as
children’s day; mom’s day; dad’s day
For examples: - Content:
- When people think of Crescent Mall, their immediate ● “DISNEY COSPLAY”
top of mind is SM town which is so popular for a long ● ”FUN FAMILY COMPETITION SHOW”
time. ● “ HOME-MADE FOOD FESTIVAL”
- When it comes to AEON mall, people immediately
think of big food hall with a wide variety of Japanese
Food.
- People have a perception of Free Korean Food
when they hear somebody mentioning about Lotte SUPPORTING TACTICS
Mart.

Key Performance Indicator - PR: Focus on family-oriented channels: “Gia

Dinh moi, Suc khoe va Xa hoi, Tiep thi va Gia
Dinh”
- # people attending to activation events - TVC/Bumper Ads: Teaser to spread on social
- % top of mind for "dia diem vui choi cho gia media with KOLs.
dinh" of audience
In the context of today’s digital-driven era accompanied by e-commerce, the mall
should no longer be purely about shopping.

Consumers may choose a mall for practical reasons (I want to buy Uniqlo cloth, for
example, and a mall next door sells them), but the reason someone comes to prefer
a particular mall has more to do with emotion.

Let Vincom Mega Mall Royal City enable you to CONFESS YOUR LOVE TO YOUR
LOVED ONES EVEN IN SMALL MATTERS OF LIFE!

Thank you.