Customer growth strategy on Zalo with The Master Channel

The event brings fresh perspectives and real-world experiences on customer growth strategies through Retail Media and Performance AI.

The event space simulates the form of "Coffee and books".

The event went through 3 main sessions with topics on: The Master Channel Rewind, Retail Media and Performance AI.

In the first session, the author, Dr. Dinh Mong Kha - CEO, Board Member VietGuys - Board Member PangoCDP once again briefly introduced the concept of The Master Channel and the 4 basic elements that make up The Master Channel. Here, businesses that have successfully applied the concept of The Master Channel also participated and shared about their journey.

Author, Dr. Dinh Mong Kha (left) and speaker Trang Nguyen representing PangoCDP (right).

Ms. Trang Nguyen - Acting Managing Director of PangoCDP said: “Although PangoCDP was established in 2017 and owns a comprehensive data management system with functions such as: Profile 360, Segment, Automation, analytical reports,... with competitive advantages in terms of cost and features suitable for the Vietnamese market, the growth rate is still slow. The main reason is that the concept of CDP is still quite new and complicated for many businesses. However, after applying The Master Channel concept, PangoCDP has witnessed remarkable growth from 10 customers to more than 170 customers".

Also according to Ms. Trang Nguyen: "It is worth noting that these customers are all medium and large enterprises operating in many diverse fields such as FMCG, Retail, F&B, Services and many other industries, showing the wide applicability and effectiveness of PangoCDP when combined with The Master Channel".

In this section, author Dinh Mong Kha reintroduces 2 books about The Master Channel 1&2, and discusses the "ideal state" of The Master Channel for each industry.

Representative of Fahasa.com, Mr. Kha Nguyen - Ecommerce Marketing Manager said that the ideal state of The Master Channel for Fahasa is: The Promotion Channel - a place to gather the latest promotional information and product updates for customers.

Fahasa representative shares about the game campaign on The Master Channel (first, from right).

Previously, Fahasa had difficulties with fragmented customer data and customer care on Zalo. When switching to the concept of The Master Channel, Fahasa solved this problem by fully utilizing Zalo's features such as identifying customers, building unique interactive experiences and promoting sales through game campaigns," Mr. Kha Nguyen shared.

Notably, the game “Speedy Penguin” was deployed by Fahasa through The Master Channel with the rate of customers with orders participating in the game exceeding 60%. Showing the effectiveness of game campaigns in increasing customer engagement and conversion.

Not stopping there, attendees also directly participated in a real game DEMO on The Master Channel to understand why most successful customer engagement campaigns are games.

Demo participants can hunt for real "gold vouchers" right at the event.

Not only providing a library of games and tools, The Master Channel also creates an ecosystem that connects businesses, allowing them to share potential customer bases and provide attractive gift programs and discount vouchers to customers. This cooperation model is called Retail Media, which was discussed in detail by the speakers in the second session of the event.

Retail Media Concept.

In this session, author Dinh Mong Kha also introduced the newly released book: "Growing The Master Channel", helping businesses better understand how to direct existing customers to The Master Channel, here is the Zalo channel, and at the same time grow new customers through the network of partners that The Master Channel has connected.

One of the novelties of Retail Media combined with The Master Channel is the QR Code on the invoice - a unique touch point in the customer's shopping journey. Reality has proven that this is a place with a high conversion rate. According to Mr. Kevin Vo - Business Development Director of GiftZone.

Ms. Kieu Anh - Marketing Manager of 315 Medical Joint Stock Company shared: “Before applying The Master Channel's solution, 315 mainly maintained customer care channels via Facebook, Email,... However, when integrating QR Code on invoices, 315 was able to identify customers right at the time of transaction and direct them to Zalo to continue interacting and caring. There, customers not only receive promotional information but also experience direct consultation services from doctors, make appointments and receive gifts through Zalo channel”.

Speaker Kieu Anh - Marketing Manager of 315 Medical Joint Stock Company shared at the event.

One factor mentioned in this session about Retail Media is the reduction of voucher costs through cooperation with gift and voucher providers. In the Retail Media ecosystem combined with The Master Channel, GiftZone plays the role of an “extended wallet” for businesses: instead of investing in gift costs themselves, GiftZone has connected with famous brands to add to the business’s gift warehouse, creating motivation for customers to interact and follow Zalo OA.

Ms. Kieu Anh shared: “315 also has this extended gift wallet on its Zalo channel, brands that want to sponsor gifts for 315 customers can join the gift wallet. Accordingly, 315 customers can choose the voucher of the brand they want to use. And brands that sponsor gifts for 315 can accurately capture customer data using their gifts, increasing the ability to reach the right potential customers with needs. This creates a mutually beneficial cooperative relationship for partners and 315”.

In this lively discussion, Mr. Le Minh Quoc - Head of Product Zalo Official Account (OA) also shared more about the role of Zalo platform in the Retail Media journey. Zalo Cloud solutions such as Zalo OA, Zalo Mini App and Zalo Notification Service (ZNS) not only help businesses narrow the gap with customers, create meaningful interactions but also ensure the legitimacy of businesses thanks to the authentication mechanism through gold accumulation and other security activities. Thanks to that, customers will feel more secure when interacting and sharing information with businesses.

Speaker Le Minh Quoc - Head of Product Zalo Official Account (first, from right).

The final session of the “Performance AI” event opened a new direction in using artificial intelligence (AI), especially Chat AI, in helping businesses create conversions through guided conversations into effective sales transactions with the sharing of AI expert, Dr. Duong Van Thinh - Country Head, Cemtes International Pte Ltd and Mr. Truong Phan - Deputy Account Manager at VietGuys.

Speakers present at session 3 of the event.

In this session, Author, Dr. Dinh Mong Kha also introduced the next new book launched at the event with a “vintage” style called “The Master Channel AI”. The book includes concepts and effective ways to apply AI in customer interaction and care.

The Master Channel AI book in vintage leather cover.

With the sharing of experts and practical DEMO experiences, the event "The Master Channel - Season 6: Scaling Customer Growth with Performance AI & Retail Media" successfully brought new perspectives and breakthrough solutions to help businesses grow customers in today's competitive context.

Source: https://znews.vn/chien-luoc-tang-truong-khach-hang-tren-zalo-voi-the-master-channel-post1542422.html