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Event | December 22, 2020

SmartOSC & Partners Push Omnichannel Transformation with Top 100 Brands in Vietnam

On 17 December 2020, SmartOSC and The Purpose Group joined forces to put on a conference in Ho Chi Minh City for business leaders and C-suite executives focusing on Omnichannel retail.

The event “Omnichannel Playbook: Conquering the Future of Unified Commerce” was attended by over 100 guests representing Top 100 brands in Vietnam. The sponsors were Adobe, Magento Commerce, AWS, Google, Zalo, Brandex, Brands Vietnam, Brandmaker, Antsomi, and ANTS.


Top 100 Vietnam brands’ decision-makers were present at the venue

Guests were treated to several in-depth talks from ten prestigious speakers, including: 

  • Nicholas Kontopoulos - Head of APAC Marketing Adobe DX Commerce (Adobe)
  • Thuy Tran - Country Head of Amazon Global Selling (Amazon)
  • Phu Vo - Co-founder / Vice President (The Coffee House)
  • Nguyen Thanh Giang - CEO / Founder (The Purpose Group)
  • Jack Tran - Managing Director, Asia (SmartOSC)
  • Kaelyn Trinh - Agency Development Manager (Google)
  • Dat Le - Chairman / Co-founder (Antsomi)
  • Tran Van Anh - Managing Director (Brandmaker)
  • Son Dang - Managing Director of ANTS - Audience 360 (ANTS Digital)
  • Thu Tran - Digital Innovation Director (The Purpose Group)

Bringing about the ultimate principles of customer behaviors and omnichannel, they also joined hands, creating one Omnichannel Playbook with practical procedures and domestic insights for the Vietnam retail market.

“It is the perfect time for Vietnamese brands to integrate an omnichannel strategy,” said Ms. Kaelyn Trinh from Google as Vietnam’s economy is recovering swiftly since the pandemic, the online shopping market has reached its certain maturity level, and shoppers now are very much accustomed to the digital experience.

The goal is to differentiate yet to stay synchronized. Every brand now can easily have their own eCommerce website, social media page, etc. So the goal is not to be present online anymore but to stand out by creating an extraordinary and harmonized experience for consumers at every step of the shopping journey.

Technology capability assessment comes first. Mr. Jack Tran shares that approximately 80% of enterprises fail omnichannel implementation due to reasons such as going too fast and vastly on the changes without much understanding of what they are capable of at present. Therefore, companies must know their assets and liabilities before joining the digital transformation.


Mr. Jack Tran, Managing Director Asia from SmartOSC, tells the omnichannel success story of his client - Ricoh

Data is the key to win the omnichannel war. How much information is owned does not solve the omnichannel problem, but data maturity will. This procedure takes time to evaluate and find the matching approach for each brand.

The content strategy urges customers to make purchase decisions. Technology helps their products reach their right audiences at the right time, right place. But it is how the content hits their mind that turns them into actual buyers.

Omnichannel implementation procedure needs the whole organization to involve. Omnichannel is no lone man’s game. From internal departments, including sales and marketing, customer service, etc., to outsourcing agencies, need to understand the organizational vision to complete the truly connected omnichannel journey together.

After the provoking presentations, guests were invited to a networking dinner where they could mingle with peers and prospects from the world of eCommerce and forge new business relationships.

For more eCommerce and digital transformation events from SmartOSC, see our events page.

SmartOSC provides full-service eCommerce support for B2C and B2B brands globally. Get in touch to find out how we can help your eCommerce business grow.


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