During the two-year period under the yoke of Covid-19, consumers significantly evolved their lifestyle and shopping behaviours. Besides carefully considering how and where they spent, they started to shop online more frequently.  So what are the most recent habits and behaviours that brands need to be aware of?  In this opening presentation, a branding expert will paint a portrait of the post-COVID-19 consumer.

E-commerce has been changing the ways consumers shop, evaluate products, and stay loyal to brands. In 2021, the annual gross merchandise volume (GMV) of the e-commerce sector in Vietnam reached US$13 billion, expected to increase to $39 billion by 2025. Sooner or later, brands cannot ignore online shopping channels, the distribution method which requires a different mindset of technology and brand strategy.

In the presentation of The Customer Journey Touchpoints – “Governance of E-commerce Strategy with Data”, an expert will demonstrate ways to use the power of data to keep pace with rapid changes in e-commerce, not only in understanding customer needs, but also in competing in the digital space. With e-commerce, data is not only a tool but also a competitive advantage of brands.

Some of the biggest changes in Vietnamese consumer behaviour relate to the growth and personalisation of distribution channels, plus a curated online shopping experience filtered by product features.  However, other key factors continue to rest with the brands, such as product identity, price and quality.

In this panel discussion, business leaders and experts will share their opinions on branding, post-COVID-19, and discuss their own experiences in harnessing technology to acquire customers in a world in which the relationship between brand and consumer continues to evolve at a lightning pace.

Nowadays big brands commonly engage with celebrity endorsers. If brand ambassadors can build trust and affection with their community, any product or service they endorse will consequently become more trusted and loved by customers, or so the logic goes.

In this presentation, a well-known KOL from the entertainment field will share their thoughts on how brands can work effectively with ambassadors, and vice versa, and how opinion leaders with loyal followers can build successful collaborations with brands.