Vietnam is in the top of the country in the world having the fastest growing population of ultra rich individuals. This leads to a blooming consumption. The modern trade therefore thrives. The competition among retail chains is very tough. All the retail brands take measures to engage their customers, retain and drive repeat purchases. A loyalty program is one of a most useful tool to manage the customer database and increase the engagement with the brand. The research was conducted to have a better understand of the loyalty program usage. It surveyed 260 shoppers at modern retail chains, from 15 to 60 years old nationwide.

1. Q&Me is online market research provided by Asia Plus Inc.
Loyalty card popularity in Vietnam

2. Overview
Vietnam is in the top of the country in the world
having the fastest growing population of ultra rich
individuals. This leads to a blooming consumption.
The modern trade therefore thrives.
The competition among retail chains is very tough.
All the retail brands take measures to engage their
customers, retain and drive repeat purchases. A
loyalty program is one of a most useful tool to
manage the customer database and increase the
engagement with the brand.
The research was conducted to have a better
understand of the loyalty program usage. It
surveyed 260 shoppers at modern retail chains,
from 15 to 60 years old nationwide.

3. Key take away
Supermarket as the most
chosen shopping place
Big 3 to lead the market Not all brands have a good
ratio of membership
Supermarket is the first choice of
retail chain for every shopper. CVS
comes after with 3/5 users and
shopping mall with 1/2 users
Supermarket has almost every
shoppers register for a loyalty card
while the others have less than 30%.
In each category (supermarket, CVS,
shopping mall and electronic center),
there is always big 3 brands
dominating the field such as BigC,
Co.opmart, Vinmart (supermarket),
Vinmart+, Bach Hoa Xanh, Circle K
(CVS), Vincom, Lotte Mart, Aeon mall
(shopping mall), Dien May Xanh,
TGDD, Nguyen Kim (Electronic
center).
Top reasons to register for a loyalty
card are shopping frequency, points
program and discount scheme for
membership. However, not all brands
have good database of customers
due to the lack of interesting program
and low awareness of customers on
a loyalty program.

4. Key take away
High interest in loyalty
program
Low usage of digital loyalty
program
The more popular a shopping place
is, the more loyalty cards have been
registered for. Big C’s loyalty card has
been chosen as the most favorite
among all the retail brands.
9/10 shoppers are interested in
membership benefits while a loyalty
card would make 3/4 of the shoppers
shop more frequently at a certain
place.
Only 1/3 of those who have loyalty
card has used digital app for the
membership program. VinID stands
out with its app’s convenient and
transparent points program.

5. Channel to use loyalty card
97%
63%
53%
33%
93%
26%
30%
22%
Supermarket
CVS
Shopping mall
Electronic center
Have shopped here Have loyalty card here
Supermarket is the most common place for shopping. It also has
the highest ratio of people registering for a loyalty card (96%).
Q. Where do you often go shopping at and where to have loyalty card for?

6. Shop popularity & loyalty card ownership - Supermarket
82%** 77%** 81%**
60%** 63%** 53%**
73%* 56%* 54%*
22%* 8%* 6%*
*Percentage of people who have shopped at a specific Supermarket out of the total of the sample size of 251
** Ratio of people who have shopped and owned a loyalty card at a specific Supermarket
Channel popularity Loyalty card ownership

7. 88%** 35%** 52%**
60%** 12%** 38%**
*Percentage of people who have shopped at a specific CVS out of the total sample size of 163
** Ratio of people who have shopped and owned a loyalty card at a specific CVS
70%* 47%* 44%*
31%* 20%* 17%*
Shop popularity & loyalty card ownership - CVS, Mini super
Channel popularity Loyalty card ownership

8. 87%** 67%** 55%**
45%** 63%** 29%**
77%* 59%* 53%*
12%* 9%* 8%*
*Percentage of people who have shopped at a specific Shopping mall out of the total sample size of 137
** Ratio of people who have shopped and owned a loyalty card at a specific Shopping mall
Shop popularity & loyalty card ownership - Shopping Mall
Channel popularity Loyalty card ownership

9. 61%**
61%** 67%** 100%**
*Percentage of people who have shopped at a specific Electronic center out of the total sample size of 87
** Ratio of people who have shopped and owned a loyalty card at a specific Electronic center
87%* 67%* 41%*
25%* 18%* 15%*
(No loyalty program available) (No loyalty program available)
Shop popularity & loyalty card ownership - Home appliance
Channel popularity Loyalty card ownership

10. Motivations to own loyalty card
43%
38%
38%
33%
30%
30%
30%
27%
I shop here frequently
Able to exchange points to recieve voucher
or gift
Good amount of point / rewards for
shopping
Shopping amount is discounted with
membership
Has many good schemes for each level of
membership
Convenient thanks to mobile app for quick
payment and transparent points program
Specific products discount for membership
Gifts/ special offers on birthday and special
occasions
Favoring a loyalty card is mainly because of a high shopping
frequency and the points earning.
Q. Why do you like this card the most?

11. Level of interest in a loyalty card
More than 70% of the shoppers are interested in a membership program and feel more
engaged with places where they have loyalty cards for.
Q. How much do you agree with these following statements? (N=260)
32%
23%23%20%
55%
53%55%54%
12%
21%22%24%
I am interested in all the benefits
for the membership
I use the point cards in every
single time I shop
I am interested in having loyalty
cards at where I shop
Having the point cards makes
me shop at the place I have the
cards for more frequently
Totally agree Agree Neutral Disagree Totally disagree

12. Yes, 32%
No, 68%
Loyalty card app ownership
Digital loyalty card usage
61%
19%
18%
16%
8%
6%
Q. Do you have digital loyalty card? (N=260) Which digital loyalty card do you have on your mobile? (N=83)
Popular loyalty card app
A good ecosystem will encourage shoppers to register for a digital loyalty card. Only 1/3 of the shoppers
have used digital loyalty card of which 61% are fans of VinID. Next, but with quite a big gap, are users of
the large supermarket chains’ apps Co.opmart, GO! & Big C and Aeon Vietnam.

13. HCM, 38%
Hanoi, 35%
Others, 27%
Less than
30 yo,
50%
From 30 yo
and above,
50%
Female,
50%
Male, 50%
Gender AgeCity
Respondents profile (N=260)
67%
12%
11%
7%
4%
Full-time worker
Self-employment
Universities/Colleges
student
Part-time worker
Others
Occupation

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0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

18. Offline market research - Coverage
More than 300 well-educated fieldworkers nation-wide with the real-time
connections via our dedicated mobile app for higher quality data collections
HCM: 130
Can Tho: 40
Da Nang : 40
Hanoi : 70
Nha Trang : 20
Hai Phong : 10
Daklak : 10
Fieldworker deployment

19. Our advantage – Quick with quality
With combining the technology with the well-trained humane operations, Q&Me
provides several methods providing data with quality
Our quality score by SSI
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

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