REJUVENATE

THE FUTURE OF
RETAIL EXPERIENCE
VINCOM MEGAMALL ROYAL CITY

• Locating on Nguyen Trai Str. directly connecting

Dong Da Dis. and Thanh Xuan Dis. allows it to attract
potential customers in both districts.
Catchment Area
• Being close to several high schools and universities
Analysis makes RCM easily accessible to young people (key
customer group)

DEMOGRAPHICS:
_ Age: 18-35
Customer
_ Living in urban area (especially Royal City area)
Profile & Experience _ Monthly income: 5.000.000đ - 15.000.000đ
Analysis _ Lifestyle: Busy workers who rarely have time for
relaxation. However, they are energetic and often seek
new experiences.
Customer Needs:
_ A place to interact with people.
_ A place to entertain and try new experiences.
Delight Points Pain Points
- Many exciting playgrounds, such as ice-skating -Most customers find it difficult to locate their
rink. vehicles in the parking lot. -Compared to other
- Luxurious exterior and interior. malls, the price of products and services is much
- Various restaurants as well as F&B options. higher. -Subjective factors: bad attitude of
employees, unsuitable sales promotion,...

OPPORTUNITIES:
_ Vietnamese's preferences toward Vietnamese's
products.
MegaMall
_ Young people (age 18-35) refer to malls not only as
Analysis shopping place, but also entertaining and community
gathering place.
CHALLENGES:
_ Adjust to achieve omni-channel experience.
_ Increasing competition with other malls.

Percentage of people Percentage of people

who have known and who have known but
have visited VMMRC haven't visited VMMRC

45.8% 37.5%

• Redesign customer experience by upgrading

decorating styles and transforming the mall into a
BIG IDEA social hub.
SOLUTIONS • Adapt to omni-channel customer experience by
providing 24/7 customer services support, via a
website or mobile app.

Source:
hanoi.ban-do.net/2018/01/quan-thanh-xuan
https://www2.deloitte.com/content/dam/Deloitte/ca/Documents/consumer-industrial-
products/ca-future-of-the-mall-en-AODA.pdf