The Kuala Lumpur & Selangor Chinese Chambers of Commerce and Industry (KLSCCCI) organized a seminar on “Activate Asia: Vietnam in View” on 21 October 2010, assisted by the Associated Chinese Chambers of Commerce and Industry Malaysia (ACCCIM) and the Vietnamese Embassy in Kuala Lumpur, to help Malaysian businesses gain better insights into business opportunities in Vietnam. Our Group chairman and CEO, Tan Sri William Cheng who is also the President of KLSCCCI and ACCCIM delivered the opening address at the seminar.
The Group’s Retail Division saw the potential of Vietnam as promising in 2003 and opened the first Parkson store on 29 June 2005 in Ho Chi Minh City, changing the retail landscape with great shopping and innovative events. Todate, there are 6 Parkson stores in Vietnam with an additional store opening in December 2010.
Among Parkson’s key success factors shared by Parkson Vietnam’s CEO, Mr Tham Tuck Choy at the seminar were:
- Over 98% of the operations in Parkson are managed by local staff who have better understanding of the needs and tastes of the local people.
Mr Tham Tuck Choy speaking on
Parkson Vietnam's success factors. |
- It is important to establish relations with local business communities. The testimonies by Loreal’s General Manager, David Ennes, and VID Public Bank’s Anh Nguyen Khoa Dieu Anh emphasise their long and fruitful relationships with Parkson due to the latter’s professionalism and expertise.
- Offering non-stop excitement is also one of the essential elements to attract shoppers. Parkson operates an active and highly differentiated promotional calendar with storewide sales, department promotions and festive celebrations.
- Parkson promotes a robust loyalty program via its Parkson Privilege Card that aims to build loyalty amongst its top shoppers. Card holders can accumulate and convert points to shopping vouchers and enjoy special discounts and sale previews.
- Maintaining a close relationship with top spending customers who are rewarded via a VIP day whereby the Parkson store is closed specially for VIPs to shop and enjoy exclusive deals.
- Unique services are also crucial with Parkson being the first to introduce valet parking for its customers, shuttles to airports and concierge services, taking customer service to a whole new level.
- Through its Corporate Social Responsibility program, Parkson has launched two initiatives, namely its Educare Program since 2007 which has awarded over 7,500 scholarships, and Go Green Program in 2009 with the introduction of bio-degradable shopping bags and participation in community projects to preserve the environment.
Parkson’s innovative marketing and unparalleled customer service programs have garnered many awards for the Parkson brand in Vietnam such as:
- “Most favorite brand” for 4 consecutive years from 2006-2009
- “Most famous brand” in Vietnam 2008
- “Leading Tourist Shopping Center Vietnam 2009”
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