Page 110 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

• Other Loyalty Programs (3) Customer Satisfaction

Central Retail manages other member privilege Central Retail highly prioritizes its customers, thus
programs, namely Big Xu Card in Vietnam, which having a process of listening to their opinions.
has the main objective for offering promotional Central Retail conducts customer satisfaction surveys
campaign and discounts. Big Xu Card provides for each business segment on a regular basis through a
special offers and discounts such as in-store gifts variety of channels. For example, online surveys, where
and coupons to members without accumulating customers can express their opinions; face-to-face and
points. Due to the steady growth of Central Retail’s telephone interviews with customers, all of which is to
online business in Vietnam, Central Retail therefore listen to both regular customers and non-customers
looks for opportunities by using customer database of Central Retail to measure the level of expectation,
from the Big Xu Card to provide the customers customer satisfaction, and customer needs. In addition,
discounts and offers that can apply to all business Central Retail also has a mystery shopper program to
units of Central Retail. Exclusively for Rinascentecard assess or measure the level of availability of products and
members and International Visitor Card (“IVC”) services. The data received shall be further developed
for all Rinascente Department Stores in Italy, the to create a better experience for customers and to
privilege program does not accumulate points but ensure that Central Retail will be able to constantly
will offer discount, invitations to special events, meet the preferences of the existing and new customers.
exhibitions, and any special offers to members.
Rinascentecard grants privileges to members residing Central Retail conducted the 2021 customer satisfaction
in Italy only, while IVC offers exclusive privileges to and loyalty survey by shifting the survey method to an
members who are tourists from all over the world. online survey, which enable to conduct such survey
As of 31 December 2021 Central Retail has more than throughout the year and cover all sampling channels
4.1 million, 2.4 million and 0.4 million members of and more sampling collection across the country.
Big Xu Card, Rinascentecard and IVC, respectively. The sample groups were customers of retail business
Nguyen Kim Card in Vietnam is in the process of units in Central Retail, namely Central Department Store,
updating its customer database, and is expected Robinson Department Store, Supersports, Thai Watsadu,
to be available again once the customer database Baan & Beyond / BNB Home, Power Buy, OfficeMate,
update is completed. B2S, Central Food Hall and Tops, totaling 249,500
samples. The summary of customer satisfaction and
(2) Data Analytics loyalty is as follows:
Customer satisfaction 2020 2021 Changed (%)
Central Retail collects information about its customers and loyalty survey
through a variety of methods, including points-of-sale,
Satisfaction towards
webstores, mobile applications and loyalty programs offline shopping 88% 90% +2%
such as The 1 loyalty program. In particular, online and experience
omnichannel platforms provide powerful data collection Source: 2021 customer satisfaction and loyalty survey
technologies, with the ability to access online search for The results of the survey found that the overall customer
history, location, customer profile, purchase history and satisfaction with in-store purchases increased compared
other information. Central Retail has access to analytical to that of last year. This is because, during the past year,
tools that can process this data into unique profiles that Central Retail activated purchases through many new
can help to determine a customer’s consumption patterns, channels, whether online platforms, new sales channels,
level of wealth, lifestyle, life-stage or other characteristics, or in-store purchase, in order to respond to the needs of
and how they change over time. All business units can customers amidst the COVID-19 outbreaks. Moreover,
use the data collected by any business unit through The in 2021, Central Retail had conducted additional
1 loyalty program. This information is utilized to improve satisfaction surveys over omnichannel sales strategies
the services and merchandise offerings that Central (Online and New Sales Channels). It was found that the
Retail provides to its customers, ascertain changes in overall satisfaction was higher than 85%. Central Retail
consumer trends, tastes and preferences and helps to has leveraged the survey results to improve its products
arrange marketing campaign with target or general and services to resonate with consumers’ needs and
customers. create customer satisfaction continuously.
110 Annual Report 2021 (Form 56-1 One-Report)