Master Channel Event Connects FMCG, Retail Leaders for Growth
On October 24th, the event “Grow The Master Channel Through Partner Traffic” organized by The Master Channel Team with media support from RMIT Vietnam Alumni attracted more than 120 attendees, including Agency partners, and leading businesses in the FMCG and Retail sectors.
The event gathered speakers who are leading experts in the field, aiming to share and provide methods to help businesses cooperate to grow customers through co-branding and co-promotion cooperation.
From left to right, the industry leaders represented at the event were Dr. Thuc Le, CEO at Guardian; Mr. Joe Ruelle, Advisor at Pando CDP; and Dr. Kha Dinh, CEO & Board Member at VietGuys.
The Master Channel concept has been initiated with campaigns supporting specific customer growth goals (Followers): Voucher distribution campaign, sample distribution, purchase by scanning the invoice – receiving gifts, co-branding, Flash Sale/Upsell, …
Event participants are invited to directly experience the purchase campaign – scan the QR on the invoice – receive gifts, and integrate the co-branding and co-promotion problem right into a customer journey. Under each attendee’s chair, there will be a gift bag arranged by the Organizing Committee. Inside the bag, in addition to the gift, the attendee will find an invoice with a unique QR code. The attendee, that is, the customer, will now scan the QR and be led to the Zalo Mini App to see the gift list.
Customers who scan the QR code on the bill will have many gift options depending on the purchased product or the bill value. The gifts will be sponsored by Retailers and Brands. Besides, customers who are interested in gifts from any Brand will follow the Zalo OA of that Brand to receive the gift.
Throughout the journey, all data about customer behavior from scanning the QR code on the bill to filling in information, playing games, receiving gifts… are recorded on the PangoCDP platform to continue building “Warm” scenarios – caring for and interacting with customers in the long term.
“Grow The Master Channel Through Partner Traffic” has gone through many difficulties to develop the solution with pioneering “Partners” such as Guardian. Dr. Thuc Le – CEO of Guardian shares about the process of more than 4 months of cooperation with The Master Channel Team.
She shared that the solution that The Master Channel team built is Retail Media, this is a fairly new concept in Vietnam, so it took quite a while to convince internal stakeholders to test it. In addition, changing user behavior so that they can “feel secure” by scanning QR codes on invoices is the most important thing. Whatever the solution, it must bring benefits first to customers, then to the participants. In this solution, Brands will get data from the most important touchpoint right at the moment the customer makes a purchase, Thuc calls it the “moment of truth.”
With the important touchpoint of “QR on the bill”, retailers will resonate with Brands’ budgets for sponsoring gifts, and promotions, attracting more traffic to stores and increasing sales. Brands will get Zalo Followers from campaigns and the important value that comes with these Followers is purchase data and moments of reaching customers right after purchasing.
In the next part of the event, technology expert Joe Ruelle gave in-depth presentations on systems that support Retailers and Brands in campaign operations, with many years of experience working at Google and being a key member participating in building The Master Channel from the very beginning. He has brought many new and innovative perspectives to exploiting Retail Media combined with The Master Channel.
The Master Channel Team believes that the new solution introduced at the event “Grow The Master Channel Through Partner Traffic” will help retail businesses and Brands increase Followers, reduce promotion costs, and bring value to customers together.
View the original post at Discover Customer Growth Solutions at the event “Grow The Master Channel Through Partner Traffic”
View the event photo album here: Grow the Master channel by VietGuys x RMIT Vietnam