BACKGROUND
While the mobile retail market in general is on the decline, Viettel Store “transformed” strongly when it increased 14% of revenue, thanks to the plan to deploy a new communication channel – OOH radio speakers.
Joining the mobile distribution industry since 2006, Viettel Store retail chain quickly established a foothold early. At that time, Mobile World is still a small-scale chain of stores and the mobile retail market is still a big piece of many businesses. By 2009, Mobile World had 40 stores across the country, while FPT Shop had no reputation. Up to now, Viettel Store has 284 showrooms, only equivalent to FPT Shop and far from Mobile World (more than 600 stores). Viettel Store only reached approximately 10% market share, lower than FPT Shop and Mobile World. This is a sad reality with the retail chain that has many advantages of the largest market share in Vietnam (Viettel subscribers currently account for more than 50% of the market share with 57 million subscribers), Viettel Store should have been more. After important strategic meetings from the Board of Directors to find a solution to “revive” the retail chain, finding that the problem lies in communication policies and plans that have not caught up with the trend, Viettel Store has shook hands with Michia Communication with the expectation of seeking an effective communication channel, boosting sales of the retail chain system nationwide.
CHANNEL
Receiving “the maths” from Viettel, Michia Communication immediately conducted research on buyers at Viettel’s stores, the results showed that most of Viettel Store’s sales come from customers at district and commune… Michia identified Viettel Store need to reach potential customers in the districts and communes of OOH channel (Out of home advertising). The loudspeaker is the direct and most effective channel. Loudspeaker channel with the advantages: Wide coverage, diverse customer segments, direct access, advertising messages delivered with flexible context, repeated many times, Brand names gradually create a foothold in the minds of customers.
ACHIEVEMENT
Signing the contract for the first time and deploying a loudspeaker channel with Michia in May with 24 loudspeakers, It combined with other communication channels. As a result, in the context of the general retail market going down, Viettel Store “transformed” strongly when it increased 14% of revenue. This shows that the loudspeaker channel really delivers more efficiency than expected. Successful cooperation initially exceeded expectations, Viettel Store trusted to continue signing a contract with Michia to deploy 38 more loudspeakers in early June. With a new and innovative business and communication strategy, Viettel Store is on the right track and quickly affirmed its position in the mobile retail market.
