Living with shopping emotions
Sense City
Industry
Hospitality
Services
Brand strategy, Brand identity, Identity application, Web development
introduction
As the leading retailer in Vietnam and one of the top 500 retailers in the Asia-Pacific region, Saigon Coop owns over 600 supermarkets and convenience stores nationwide. Expanding retail chain to optimize competitive capacity and extend its customer segments is the key strategic direction for sustainable development of Saigon Coop.
overview
Building upon a deep understanding of Vietnamese consumers and accumulated capabilities, Saigon Co.op has decided to develop the Commercial Center model, which is a playground for international retail corporations. The development roadmap will start from major cities.
approach
The distinctive values of the commercial center are developed based on a comprehensive analysis of information collected from interviews with the Board of Directors and senior executives, analysis of the investor's capabilities, and the desired expectations of the target customers. This results in a sensory branding system that enhances the shopping experience effectively.
outcome
The three elements of Diversity, Modernity, and Satisfaction have become the core of the brand, consistently embodied in the name Sense City and the tagline "Living with shopping emotions." This has resulted in the successful launch of the first commercial center in Can Tho, establishing a strong foundation for Saigon Coop to expand its system in Ben Tre, Ca Mau, and rapidly become a welcoming and well-known chain of shopping and entertainment destinations for the local communities.
