Research rationale
We all know about Samsung corporation - one of the largest technology corporations in the world With a name that has the meaning of growth and eternity, Samsung is constantly developing dramatically, diversifying products and business fields With fierce competition in the global technology market, in order to prove its strength and bring its 3-star brand to the forefront, Samsung is constantly researching and launching disruptive electronic products limited to folding phones, leading in LCD screens and televisions in the period 2008 - 2021, the group's total revenue in Vietnam in 2021 accounts for 20% of total exports,
However, to bring its brand closer to consumers, giving them the opportunity to approach and mingle, and enjoy the technological values that Samsung has brought is a difficult thing We often see retailers in Vietnam displaying and selling products from many different brands: Apple, LG, Sony, etc This causes consumers to choose products in a comparative and "market-like" mood Samsung has always been different and has not forgotten its purpose to lead the market, that's why the group has created a
"One Samsung" ecosystem Here, we can fully immerse ourselves in the world of technology, understanding the stories behind each Samsung product That ecosystem is called the Technology Experience Center Samsung has created 04 experience centers around the world, and fortunately in Vietnam we are one of them - Samsung 68.
The author chose here to research strategies and how to operate a tech experience center (a novel concept) However, in today's omnichannel world, Samsung 68 is a new business model but must promote the brand and market the product (Omnichannel Marketing) to customers on different multichannels At the same time, it is still necessary to ensure the connectivity of all brand solutions and resources throughout the customer journey This makes Samsung 68 face many risks in consuming ineffective marketing costs So how to bring Samsung 68 closer to customers, besides promoting the brand to achieve the highest efficiency, ensuring the maintenance of multichannel with customers and optimizing marketing costs for Samsung? Those are the reasons why the author decided to choose the topic "Assessing and Selecting of Omnichannel Strategy for Samsung Technology
Research objective
Analyze marketing activities and omnichannel usage situation at Samsung 68, find out the inappropriate points and choose the appropriate Omnichannel strategies for the Technology Experience Center - Samsung 68.
Propose necessary solutions so that Samsung 68 can maximize the benefits of marketing activities through Omnichannel strategies.
Use the Fuzzy TOPSIS method to evaluate and find the right Omnichannel platform,through criteria suggested by experts.
Object and scope of research
Research object: Omnichannel marketing activities of Samsung Technology Experience Center – Samsung 68
Research scope: Research at Samsung Technology Experience Center - Samsung 68 and Samsung Vietnam from June 2022 to present
Research methodology
Methods of analysis and synthesis: Statistical and synthesis of data and data obtained from the center's reports from June 2021 to present to understand the communication situation of the center to the market in the future.
Methods of document collection: Searching for information on the internet, newspapers and doing desk research to synthesize and select information from which to have an overview, as directly as possible when analyzing communication strategies for the center.
Observation method: Actual observation at distribution channels, operation progress of the operation block and carried out communication activities to make assessment and propose some personal opinions about communication activities of the center.
Quantitative method: Survey/interview experts to calculate criteria by Fuzzy TOPSIS and find the right platform for the center.
Fuzzy TOPSIS method: Use the Fuzzy TOPSIS method to find the right Omnichannel platform, based on selection and evaluation criteria through expert input Give each platform the weight in turn and find the criterion that has the closest number to 1.
Research structure
The structure of the study is divided into four main parts:
Chapter 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68
Chapter 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
Chapter 4: PROPOSED SOLUTIONS FOR OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
INTRODUCTION TO SAMSUNG TECHNOLOGY
Overview of Samsung Vina Electronics Co., Ltd
1.1.1 History of formation and development
Samsung Vietnam is known as the company manufacturing electronic products of
Samsung group With the success of the electronics business, Samsung is a leader in the technology industry and currently ranks in the Top 10 globally recognized global brands In 2008, Samsung Group was officially granted an investment license and started construction in Vietnam Since then, the first mobile phone factory Samsung Electronics Vietnam (SEV) was born in Bac Ninh.
Following SEV in Bac Ninh, in 2013, Samsung continued its plan to expand the construction of Samsung Electronics Vietnam Thai Nguyen (SEVT) factory in Thai Nguyen.
Samsung Group has continued to expand its scale and invest in expanding many business offices in Vietnam to manufacture mobile phones In which, Samsung Vina Electronics has its headquarters at Bitexco Tower, Ho Chi Minh City This is the unit in charge of Samsung's Sales and Marketing activities in Vietnam.
In Vietnam, SAMSUNG Vina manufactures and sells Audiovisual products: LCD TVs,Plasma TVs, Slim Fit TVs, CRT TVs, Home Theater sound systems, DVD players,washing machines, refrigerators and air conditioners, computer monitors, CRT, LCD,mobile phones, printers, hard drives, optical drives… SAMSUNG Vina's factory not only produces for the needs of the domestic market, but also exports products Serving the Africa, Middle East and Philippines markets.
With the strength of being at the forefront of digital technology, and a deep understanding of consumer needs, SAMSUNG's products always integrate the most modern technology and aesthetic design to bring a stylish lifestyle richer for consumers.
In the past 11 years, SAMSUNG Vina's domestic sales increased from $9 million in
1996 to $330 million in 2006; Export revenue increased from 2 million USD in 1996 to 69 million USD in 2006 On average, SAMSUNG Vina contributes over 13 million USD to the State budget every year.
Currently, SAMSUNG Vina holds the No 1 market share in LCD TVs, Flat TVs, Computer monitors and ranks No 2 in the mobile phone market.
1.1.2 Samsung Marketing Strategy and Service Experience Center in Vietnam
Samsung always has a large investment in Sales & Marketing, as evidenced by 04 top- notch technology experience centers in the world, including:
Figure 1.2: Samsung 837 Service Technology Experience Center (USA)
Source: https://www.businessinsider.com/samsung-837-store-doesnt-try- selling- anything-2018-1
Figure 1.3: Samsung KX Service Technology Experience Center (UK)
Source: https://www.visitlondon.com/things-to-do/place/48554040-samsung- kx
Figure 1.4: Samsung Zeli Service Technology Experience Center (Germany)
Source: https://www.alamy.com/stock-photo-samsung-flagship-store-in-zeil-
Figure 1.5: Samsung Service Technology Experience Center 68 (Vietnam)
Source: https://www.samsung.com/vn/samsung68/about/
Unlike sales or warranty centers, the technology service experience center that Samsung brings is highly demanding on factors such as: architecture, location, facilities, space, personnel, etc A place where consumers can comfortably experience products, with a variety of activities and unique events taking place regularly, users will be immersed in the world of technology that Samsung brings with the highest level of services.
Not only playing the role of providing a top-notch experience space for products and services to consumers around the world, Samsung has affirmed its brand and technological strengths through showcases located in locations around the world.
Samsung 68 and the great role for Samsung
1.2.1 History of formation and development
Samsung 68 located at Bitexco Tower, District 1, Ho Chi Minh City, opened on March 15,
2019 is one of four large-scale technology experience spaces of Samsung worldwide and the first center in Asia This world-leading model of exhibition and technology experience will give users the opportunity to experience Samsung's diverse ecosystem, discover the most modern and advanced products and technologies, leading stay ahead of the trends and enjoy the value that Samsung brings to everyday life With an area of
1010 square meters, divided into 2 floors including ground floor and first floor, Samsung
Showcase enables visitors to experience all of Samsung's most groundbreaking technologies across categories including the latest generation of mobile, audio-visual, and home appliances, including existing products in concept form not yet on the market.
Expected to be the symbol and new technology destination of Ho Chi Minh City, a place of interference and resonance with young people's passion, Samsung Showcase fully converges experiences of art, entertainment, sports, health, cuisine, etc are all equipped and connected by modern advanced technology products, leading the trend With a focus on user experience, Samsung Showcase is the door that opens a new approach to making the most of future technologies from Samsung, inspiring and awakening the creative potential of the young generation, helping them to overcome their own limits.
Samsung is dedicated to helping people by providing the best quality products and services, maintaining corporate citizenship, adhering to ethical principles and legal standards, maintaining a culture of clean organization and respect for customers The company's main focus is on taking care of the environment as well as the health and safety of its customers and employees as part of its corporate social responsibility.Samsung 68 is also based on Samsung's five precious core values, including: People,Excellence, Change, Integrity and Co-Prosperity, applied to service, sales processes and personnel training.
Figure 1.6: 5 core values of Samsung
Samsung has a rich culture that can be found in all of the company's locations around the world and all follow similar traditions Choosing and promoting Samsung's 5 core values shows consistency in operations, increases brand recognition and helps customers feel secure when coming to experience and shop at Samsung 68.
More than a showroom, Samsung 68 will open for you a journey of discovery full of top-notch experiences, with attractive perks, such as:
Diverse ecosystem brings new technology to Vietnam
Samsung Showcase owns a diverse technology ecosystem, connected as a unified and futuristic block With a total area of 1,010 square meters including 2 floors, Samsung Showcase Bitexco has 18 experience areas located in 4 zones: smartphone, living space, family corner, and digital entertainment.
Spaces to experience technology in a different way
Samsung Showcase has a luxurious and futuristic design Different from other normal product experience spaces, visitors entering the Samsung Showcase will witness and directly experience life connected to many different spaces:
● Mobile device experience space: This area converges Samsung's quintessence in smartphone, tablet and smart wearable products.
● Inspiring living room space: Daily living space breathes from the future with strict standards of sound and image Guests can experience the latest TV lines, cutting-edge audio technology from audio expert Harman Kardon; and other electronic devices form an ecosystem that helps redefine the modern living room space.
● Smart kitchen space: The smart kitchen at Samsung Showcase will give visitors inspiration to create unique recipes thanks to technological gadgets The products in this kitchen are connected to each other as a unified block, forming a convenient and intelligent ecosystem, helping to optimize the experience when people enter the kitchen.
● Impressive virtual reality entertainment space: At this VR virtual reality entertainment area, visitors can participate in many top-notch entertainment games with content designed with 4D technology to combine the physical elements and virtual reality, helping to bring a true multi-sensory entertainment experience.
LITERATURE REVIEW
Definition of Omnichannel Marketing
Retailing has undergone dramatic and accelerating change over the past two decades, largely due to the advent of the direct-to-consumer online channel and an ongoing surge in information technology capabilities (Daniel Taylor et al., 2019) Current customers make purchase decisions using several channels at the same time Ordering online but picking up in-store, searching for a better price online through mobile phones while in-store, switching from one channel to another in search of better value etc., are common practices among consumers The longstanding line between online store and offline store is becoming blurred While brick-and-mortar traffic stagnates or declines, online sales continue to grow rapidly (Sorescuet al., 2011) Therefore, instead of managing websites, mobile apps and physical stores separately, companies need to rethink their multichannel marketing strategy by creating one holistic approach, an omnichannel approach.
Indeed, the way managers act upon or implement this concept will differ, but having a clear understanding of what omnichannel really means will allow managers to interpret the ways it can be leveraged to create and capture better value (Shahriar Akter, 2021).Conceptually, Omnichannel is about giving your customers a complete and consistent buying experience with your brand across all channels and devices Omnichannel capabilities offer a seamless shopping experience where the distinction between a physical activity and an online activity becomes immaterial (Ishfaq et al., 2016;Galipoglu et al., 2018).
Figure 2.1: The shift of marketing from traditional to Omnichannel
2.1.2 Difference between Omnichannel and Multichannel
According to Peter C Verhoef, P.K Kannan and J Jeffrey Inman (2015): The world of retailing has changed dramatically in the past decade The advent of the online channel and new additional digital channels such as mobile channels and social media have changed retail business models, the execution of the retail mix, and shopper behavior.
So, what is the difference between Omnichannel and Multichannel Retail?
First, multichannel is a method of selling on multiple channels In a simple way, if before, the business focused mainly on the offline store channel, now customers can buy that product on any sales channel according to their needs and preferences Mutilchannel involves selling goods or services through more than one channel, where the customer cannot initiate channel interaction, and the retailer does not control channel integration (Beck and Rygl, 2015, p 174) This is the least customer-controlled and retailer- controlled strategy, which was initially developed as a means for traditional retailers to compete in e-commerce Separate channel-specific and management goals were assigned to new channels as they were introduced, helping them effectively function as separate entities (Chatterjee, 2010b; Verhoef et al., 2015) However, it often resulted in disjointed pricing policies, promotions, and branding between channels, leading to poor customer experiences (Wilding, 2013) and even competition between the retailer's own channels (Piotrowicz and Cuthbertson, 2014).
Consumers must shift their perspective from channel preferences to viewing all channels as part of the single brand experience, due to the rapid growth of mobile platforms as consumer touchpoints (Verhoef et al., 2015).
The limitations of multichannel marketing: siloing of channel utility, narrow channel scope, lack of integration of channels/touchpoints in the buying process, and inadequate consideration of how channels independently and jointly impact the brand experience (Cummins et al., 2016; Rangaswamy and van Bruggen, 2005).
Figure 2.2: Compare Multichannel with Omnichannel
Omnichannel is used to sell goods or services through all popular channels, allowing customers to initiate full channel interactions and/or retailers to exercise full control over channel integration (Beck and Rygl, 2015, p 175) This strategy is centered on a holistic view of all channels (Brynjolfsson et al., 2015) Customers can transition smoothly from one channel to another, including popular channels such as a manufacturer's website,retailer app, and a pick-up point, according to their viewpoint Even traditional mass marketing channels are considered part of this strategy and as such require consistent management (Verhoef et al., 2015) To create the ideal customer experience, various channels often interact with each other and are frequently used in unison (Verhoef et al.,
2009, 2015) Omnichannel differentiates itself by its consistency, focusing on interaction and customer experience, rather than on the interaction between the customer and a specific channel (Piotrowicz and Cuthbertson, 2014) Thus, in comparison to other multiple-channel strategies, customers receive added benefits such as information visibility, cost savings, or convenience (Piotrowicz and Cuthbertson, 2014), this helps the company to optimize sales across channels and increase the customer experience better. From there, the management also becomes simpler and more effective.
According to Anna Claudia Pellicelli, 2023: The benefits of an omnichannel approach are evident in the company's processes related to customer management: namely, customer care, marketing & communications and sales Creating omnichannel customer service can enable businesses to achieve both tangible and intangible benefits, as attested by companies that have worked in this direction:
Improved customer experience: Omnichannel marketing enables businesses to provide a seamless and consistent experience across all channels, resulting in higher customer satisfaction and loyalty.
Increased sales: By offering customers multiple channels to purchase products, businesses can increase their sales opportunities and reach a wider audience.
Better customer insights: Omnichannel marketing allows businesses to gather more comprehensive data about their customers, which can be used to improve targeting and personalize marketing campaigns.
Greater efficiency: By integrating and automating various marketing channels, businesses can operate more efficiently and save time and resources.
Competitive advantage: Companies that adopt omnichannel marketing strategies can differentiate themselves from competitors and gain a competitive edge in the marketplace.
Figure 2.3: Omnichannel order rate higher than Signal channel (0.83% vs 0.14%) in 2021
Theoretical foundations of Omnichannel Marketing Strategy
2.2.1 Factors affecting the choice of Omnichannel Strategy
According to Aregu Asmare & Shimelis Zewdie (2021): By consolidating all customer touch points into one holistic experience, the Omnichannel retail strategy has transformed the retail industry as a new trend in the context of channel integration from the retailer’s perspective and seamless shopping experience form the customer’s perspective.
There are several factors that can affect the choice of an omnichannel strategy for a business Here are some of the most important ones:
Customer preferences: The most important factor in choosing an omnichannel strategy is understanding customer preferences By studying customer behavior, businesses can determine which channels customers prefer to use, how they want to interact with the brand, and what they expect from their shopping experience.
Business Objectives: Business goals play an important role in determining the right omnichannel strategy For example, if your business is focused on increasing sales,you might choose a strategy that emphasizes social media channels and mobile apps,which are popular among young consumers.
Budget and resources: The costs and resources required to execute an omnichannel strategy are important factors in the decision-making process Businesses must determine if they have the necessary capital and resources to invest in an omnichannel strategy and whether the potential return is worth the investment.
Technology: The technology required to execute an omnichannel strategy can be complex and expensive Businesses must evaluate their current technology infrastructure and determine if they are capable of implementing an omnichannel strategy or whether they need to invest in new technology.
Competition: Competition in the market is another important factor influencing the choice of an omnichannel strategy Businesses need to analyze their competitors' strategies and determine how they can differentiate themselves by providing a better omnichannel experience for customers.
Providing consistent and relevant content across various platforms can establish emotional connections with customers that can result in their loyalty, despite the presence of other options In simpler terms, it can significantly impact the strength of customer relationships.
By implementing a thriving omnichannel approach, companies can create a reliable reputation that fosters trust among customers, who develop high expectations for the brand This trust not only prompts customers to revisit but also compels them to endorse the brand, which consequently improves its reputation.
Provides you with a competitive edge:
Ensuring a uniform and customer-oriented brand representation across all platforms, be it physical or digital, can lead to more profound customer relationships as time passes These relationships can assist you in securing and preserving customers in a highly competitive market.
Afterwards, surpassing the competition only requires utilizing appropriate data to inform your strategy For instance, you could consider:
● Overhauling your customer care strategy to provide an exceptional experience that exceeds customers' expectations.
● Highlighting customer feedback on your services in your marketing campaigns.
● Enhancing the convenience and reliability of the shopping experience to minimize obstacles to sales.
Affects the increase in sales:
When you merge a first-rate brand encounter with a distinct competitive edge, you create a robust sales funnel Implementing an omnichannel approach to marketing, sales, and customer support lays the groundwork for establishing connections on a large scale.According to a Sprout survey conducted in Q1 of 2023, 77% of customers are inclined to boost their spending with brands they feel an emotional connection with.
Fuzzy TOPSIS Method for Multi Criteria Decision Making
The theory of fuzzy sets was proposed by L A Zadeh (1965), the main idea of fuzzy logic is to capture the ambiguity in human thinking and represent it by appropriate mathematical tools, based on the theory about subjectivity and uncertainty (Tham Thi Than et al, 2019) Ordinary set theory principles underlie modern mathematics Fuzzy set theory is based on the recognition that membership in a set is not always clear-cut in the real world, despite the fundamental notion that an item is either a member or not a member of a set; x e A or x & A Certain sets have vague boundaries, and fuzzy set theory acknowledges this Fuzzy sets or subsets are collections of objects with unsharp boundaries that are not clearly defined, in which the transition from membership to nonmembership in a subset of a reference set is gradual, rather than sudden (J Maiers and Y S Sherif (1985).
The theory was initially slow to gain acceptance during the 1960s and 1970s However, the successful practical applications of fuzzy rule-based systems in controlling technological processes, known as fuzzy control, in the second half of the 1970s, including heating systems and cement factories, sparked a significant increase in interest in this area The success of fuzzy control applications in Japan, such as in washing machines, video cameras, cranes, and subway trains, further triggered research and interest in the 1980s As a result, by 1984, there were approximately 4000 publications on this topic, and by 2000, that number had increased to over 30,000.
The fields of fuzzy set theory, neural networks and evolutionary computing (genetic algorithms) were unified under the term 'computing intelligence' in 1992, during three concurrent conferences in Europe, Japan and the United States These approaches have joined forces to deal with uncertain and inaccurate information In addition, the term 'soft computing' is used to describe a group of methods that share a common focus on uncertainty and imprecision (H.-J Zimmermann, 2010).
Fuzzy TOPSIS, also known as Technique for Order Preference by Similarity to Ideal Situation, is a useful method for assessing multiple options based on selected criteria. The technique involves selecting the alternative that is closest to the Fuzzy Positive Ideal Solution (FPIS) and farthest from the Fuzzy Negative Ideal Solution (FNIS), with the FPIS representing the best possible performance values for each alternative and the FNIS representing the worst In the following paragraphs, we outline the main steps involved in applying fuzzy TOPSIS.
Some previous studies using Fuzzy TOPSIS method:
● Application of fuzzy TOPSIS method for risk evaluation in development and implementation of solar park in India (N Ranganath et al., 2022)
● Group decision-making based on pythagorean fuzzy TOPSIS method
(Muhammad Akram, Wieslaw A Dudek and Farwa Ilyas, 2019)
● A Fuzzy Topsis Approach For Logistics Center Location Selection (Burak
(1) Fuzzily all input values into fuzzy membership functions
(2) Execute all applicable rules in the rule base to compute the fuzzy output functions(3) De-fuzzily the fuzzy output functions to get "crisp" output values
Form a committee of decision maker Evaluate the ranking of each criterion according to their importance
Normalize the aggregated fuzzy importance weight for each criterion
Form a decision matrix Normalize the decision matrix Construct the weighted normalized fuzzy decision matrix Determine the fuzzy positive and negative ideal solution Calculate the fuzzy distance of each alternative Calculate the fuzzy closeness coefficient and defuzzify it Rank the alternatives according to their closeness coefficient
Figure 2.3: Steps to perform Fuzzy TOPSIS
Source: Self-collected based on Muhammad Akram et al.,
2019 The interval-valued fuzzy version of the TOPSIS method is summarized as a series of successive steps:
Construct a decision matrix that lists the relevant criteria and alternatives to be evaluated.
Step 2: Create the normalized decision matrix
Based on the positive and negative ideal solutions, a normalized decision matrix can be calculated by the following relation: ̃=( , , )
Step 3: Create the weighted normalized decision matrix
Considering the different weights of each criterion, the weighted normalized decision matrix can be calculated by multiplying the weight of each criterion in the normalized fuzzy decision matrix, according to the following formula. ̃ = ̃ ̃
Where ̃ represents weight of criterion
Step 4: Determine the fuzzy positive ideal solution (FPIS, A*) and the fuzzy negative ideal solution ( , − )
The FPIS and FNIS of the alternatives can be defined as follows:
Where ̃ ∗ is the max value of i for all the alternatives and ̃ 1 − is the min value of i for all the alternatives B and C represent the positive and negative ideal solutions, respectively.
Step 5: Calculate the distance between each alternative and the fuzzy positive ideal solution ∗ and the distance between each alternative and the fuzzy negative ideal solution −
The distance between each alternative and FPIS and the distance between each alternative and FNIS are respectively calculated as follows:
=1 d is the distance between two fuzzy numbers , when given two triangular fuzzy numbers ( 1 , 1 , 1 ) and ( 2 , 2 , 2 ), e distance between the two can be calculated as follows:
Note that ( ̃ , ̃ ∗ ) and ( ̃ , ̃ − ) are crisp numbers.
Step 6: Calculate the closeness coefficient and rank the alternatives
The closeness coefficient of each alternative can be calculated as follows: −
The best alternative is closest to the FPIS and farthest to the FNIS.
THE STATUS OF OMNICHANNEL MARKETING AT
Marketing Offline
Special events held at Samsung 68 are an opportunity for customers to freely interact and create with top-notch products and technologies in the complete Samsung ecosystem.
3.1.1 Product launch and promotion events
Every year, Samsung launches a lot of products from different categories: refrigeration, home appliances, audio-visual, smartphone, Therefore, Samsung 68 becomes one of the chosen places to organize promotional events, product launches in phases.
Figure 3.1: New Galaxy S23 Series was first launched at a press conference at
In 2022, many Smartphone products will be launched with 03 different marketing stages: Press conference with journalists, KOLs, to convey product information to consumers; Real Life Activation launches products on a grand scale and high coverage; Activation at the store for users to comfortably experience the product.
3.1.2 Tour linking Samsung with customers and enterprises
Samsung 68 is always looking for and ready to welcome customers and partners to visit and experience technology and services at the showcase Here, customers or partners after registering the time and number of invited guests will receive a response email from Samsung 68.
Figure 3.2: “Tech With GenZ” tours held at Samsung 68
With an enthusiastic welcome and careful preparation from quality to personnel,customers or partners can better understand the professional process and space that a technology experience center brings Customers or partners can find cooperation opportunities after visiting, thereby enhancing Samsung's brand awareness, opening up many long-term relationships with customers, especially businesses for customers working from big to small.
Figure 3.3: “Tech With GenZ” tours held at Samsung 68
In addition to experience services, Samsung 68 is also one of the places to distribute B2B, B2C or D2C products to consumers with attractive promotions, attracting a lot of attention from customers Along with that, warranty and repair services are also always ready to support customers, meeting customer needs in the best way.
Figure 3.4: The first customers to own the New Galaxy S23 Series at Samsung 68
3.1.4 The event responds to the major activities of the year
Samsung always upholds the spirit of preserving Vietnamese national identity with a series of marketing activities continuously throughout the year on major national holidays and events such as: Vietnam Teachers' Day, November 20, Lunar New Year, Mid-Autumn Festival, Back to School Day, or football tournaments of the Vietnam National Team.
Figure 3.5: Xmas was held at Samsung 68
These activities often bring a large amount of traffic for Samsung 68: Traffic increased from 582 turns to 1690 turns during Christmas.
Figure 3.6 – 3.7: Compare the number of customers coming to Samsung 68 during Christmas and weekdays
In addition to familiar customers who already know about the showcase, new potential customers can also easily find and participate in these activities The location at theBitexco building (near Nguyen Hue pedestrian street and the center of District 1) also helps to bring Samsung 68 events closer to everyone Customers can participate in check-in and participate in games that introduce Samsung's products and ecosystem,both promoting technology and helping customers feel comfortable and impressed.
Figure 3.8: Team Unstoppable was held at Samsung 68 with the participation of
Former General Director of Samsung Vina – Kevin Lee
In addition, Samsung 68 is always one of the first choices for the big event of SamsungVietnam Through big events and great media investment, this is an extremely valuable opportunity for Samsung 68 to be known to many people.
Marketing Online
For an experience center, especially one of four Samsung experience centers around the world, owning a Facebook page to introduce and constantly update information is indispensable However, because of some problems, the fanpage of Samsung 68 had to be completely updated From June 2022 to now, Samsung 68's official Facebook page has collected 1K likes and 1,2K followers, a good signal promising future boom and development.
Figure 3.9: Samsung 68 official Facebook page updated from 06/2022
At the present time, with extensive promotion, focusing on the number of potential customers can search from Facebook More specifically, the visits to Samsung 68 with universities are important factors contributing to the rapid increase in fanpage likes.With the decision not to use Facebook Ads, this can be a big challenge for Samsung when it comes to branding from scratch However, Samsung 68 has done well in using word of mouth to promote the brand and bring in a large number of potential customers Because quality is still better than quantity, with the first steps Samsung 68 focuses on prestige and attracting customers with its own core values.
Figure 3.10: Number of reach and visits to Samsung 68's Facebook page in
At the end of the cycle, the number of hits and visits increases sharply (The highest is about 1,4K hits in a day) because this is the end of the year with many big festivals: Christmas Day, Tet, Many offline marketing programs were held at the showroom, attracting a lot of attention from customers Besides, at the end of the year, there are many attractive promotions, with the strength that fanpage owns, this is an opportunity to help Samsung 68 make the most of its customer base and bring in revenue for the showroom.
Figure 3.11: Consumer interaction for content marketing at Samsung 68
The articles and content discovered and posted on fanpage are mostly product promotions, official information from Samsung or a summary of the week's tours In general, the content that Samsung 68 approaches is quite simple, although it meets the needs of consumers, the scope is wide but not deep, making customers less likely to stay to explore or want to learn more Besides, the approach of the fanpage is not rich and diverse, mostly photos and content, there are not many breakthrough videos or short videos that are popular and loved by users That is also one of the risks that makes Samsung 68 easy to lose new customers.
3.2.2 Promote through Tiktok, Youtube platforms
In addition to the sales website and fanpage, Samsung 68 also constantly updates information and new events, especially in accordance with new trends to promote the brand widely to users.
Youtube is also a potential platform for brand development, with short-videos being a popular trend among consumers Samsung 68 has been constantly updating short clips, well-formed videos in terms of content and appearance for consumers to easily find and do not stop with the impression.
Figure 3.13: Samsung 68's Youtube account with various content videos
Analysis of marketing strategy of Samsung 68 according to the 4P model
In order to make the most of the resources and support from Samsung Vietnam, the marketing activities and strategies of Samsung 68 are also applied in a timely and effective manner.
Unlike intermediate distribution agents, the direct to consumer - D2C sales model is of great interest and investment by Samsung In recent years, Samsung started to set up a separate sales website and put products on e-commerce platforms such as Shopee, Lazada, Tiki, With a huge number of goods being consumed (In Shopee alone, electronic products from Samsung are consumed the most).
Let's take a look at Samsung's outstanding products in Vietnam market:
● Smartphones, tablets, laptops and accessories included.
● Household appliances such as refrigerators, washing machines, vacuum cleaners, air purifiers, cooking appliances.
● TV, audio and video equipment, accessories.
Samsung 68 takes advantage of being the only genuine direct distribution channel ofSamsung in Vietnam, with the quality and prestige that it brings, the products thatSamsung 68 distributes will be special and completely different, compared to other products on the market Products have clear origin, genuine warranty and easy quality control.
“One of the benefits that the D2C model brings is to help businesses master the product supply chain: to produce, operate and distribute products to consumers, to help brands control quality and service when the product reaches the user.”.
Moving towards the D2C (Direct to consumers) sales model, Samsung 68 is proud to be a pioneer in the offline form We have analyzed through the "One Samsung" model and understand the value that Samsung wants to bring Therefore, the selling price with Samsung 68 is both an opportunity and a challenge First, Vietnamese people's perception of genuine goods is often very expensive and difficult to buy Samsung 68 confidently solves that worry of customers Not only delivering quality products, but also being reasonably priced – that's what a showcase is willing to do.
A competitive pricing strategy is to use competitors' prices in the same product as a basis for pricing The factor that most influences this pricing strategy is market information. There are three typical ways of pricing products in a competitive pricing strategy:
● Pricing lower than competitors' prices.
● Set prices at competitors' prices.
● Pricing higher than competitors' prices.
With Samsung 68, because it has to compete with many agents in the market, long- standing such as Dien May Xanh, Thegioididong, FPT Shop, and new but extremely successful agents such as: Cellphones, Di Dong Viet , This is a huge challenge when competing.
Currently, Samsung 68 uses a variety of competitive pricing strategies, depending on different product types, offering an appropriate selling price for example, a mobile item is sold at a lower price than a competitor; household and refrigeration products are sold at the same level as competitors in order to attract potential customers for high value products.
In addition, a special pricing strategy Samsung 68 offers to customers: Segmented pricing strategy Customers will have many choices and many purchase channels, divided into 3 main customers as follows:
Figure 3.15: Sales sites dedicated to each customer of Samsung 68
Based on this convenience, Samsung 68 is confident about reaching the target customers and using attractive prices for each audience to increase sales.
Samsung 68's marketing strategy on price is to use skimming prices That is, initially set a very high price for a new product to exploit a group of customers with good affordability The aim is to get the investment back and make a profit in a short time.When the company has fully exploited this customer group, the company will reduce product prices to exploit customers with lower ability to pay It is not surprising thatSamsung 68 has been selected as Samsung's direct genuine distribution channel, so the price strategy is not much different.
Figure 3.16: New products are highly valued by Samsung at first
Source: https://www.gsmarena.com/weekly_poll_samsung_galaxy_s23_series-news-
One downside is not too big about the pricing strategy of Samsung 68 is that the price changes month by month This has a big impact on the customer experience because there is no uniformity and consistency in a short period of time Although customers only need to pay a moderate amount to buy Samsung products, the customer experience for sales service is not good Samsung 68 has received many complaints about this problem.
Currently, Samsung 68 is distributed through 2 main places: Online through the website "shop.samsung.com" and sold directly at the showcase This is quite special when a showroom is a place for sales, but this is also a new and breakthrough point that Samsung wants to make in the future.
For online sales channel "shop.samsung.com": Customers can easily search for products, information and other promotions At the purchase stage, customers can go to the store or ask for the support of the staff Customers cannot order by themselves because this is an account of Samsung 68, it is like a separate small system from Samsung's sales website in general.
Figure 3.17: Samsung's online sales website
For direct sales at the showcase: Similar to the traditional sales method, the customer comes to the store and places an order with the assistance of the staff However, only products with small sizes such as: Galaxy S, Galaxy Z, Watch Series, Buds Series, customers can get them directly at the showcase Other large and heavy products such as: Refrigerator, TV, Washing Machine, Dryer, need to be shipped to the customer's address Compared to the sales model with places like: Thegioididong, Dien May Xanh, Nguyen Kim, , this can make customers feel uncomfortable, because in those places customers can choose products and receive them immediately after payment, while Samsung 68 did not.
Samsung 68 always tries to create value for customers More than two words
"service", it is constantly taking action and making customers always impressed With familiar programs such as new collection, price support for customers when buying high-end products, Samsung 68 also creates special programs and only when going to the showcase will customers receive this offer It's a free, supported screen protector for all customers who come here.
Figure 3.18: The program "Renew old" at Samsung 68
Evaluate the advantages and disadvantages
(1) Samsung 68 pioneered and brought a new breeze, a new concept of experience technology in the Asian market in general and Vietnam in particular Not just a purchase and sale transaction, Samsung 68 shows a distinct feature and spreads the meaning of a showcase to everyone Currently, the Samsung 68 location on GoogleMaps has reached 4.8 stars, most of the feedback from customers is the excitement and satisfaction about the technology and service experience space here.
Figure 3.19: Samsung 68 gets high ratings at Google Maps
(2) Samsung 68 has been successful in organizing activities and events from large to small and attracting potential new customers (ages 18-24), through facebook page and other social networking platforms such as: Tiktok, Youtube,
(3) Great support comes from Samsung Vietnam, a good source of funds to maximize benefits from annual programs and activities.
(4) Price programs and promotions are a special feature that helps Samsung 68 become the first choice of customers At the same time, the staff is well trained, helping to convey accurate and complete information to customers.
(5) Take advantage of the brand awareness to find opportunities to cooperate and promote Samsung 68 through tours organized for university students, businesses and restaurants in Ho Chi Minh City.
(6) Samsung 68 did a good job in using trending - hashtags to become an effective marketing strategy Currently, the hashtag #Samsung68 has about 5,3K uses This is a
Figure 3.20: Number of users using hashtag #Samsung68 on Facebook
(1) Unclear marketing model and strategy
Samsung 68 is both a showroom and a retail place In addition to being able to take advantage of these to increase brand awareness Besides, it also makes the model and marketing strategy unclear.
I should organize activities and develop like a Showcase?
I should organize activities and develop as a retailer?
(2) Failing to take advantage of Samsung's resources and brand power
As one of the four leading Samsungs globally, owning a good ground and a big brand in the world behind, but Samsung 68 has not fully exploited the available valuable resources With an average traffic of about 600 people/day for the past 1 year, this is really not a breakthrough number for the goal of promoting technology to consumers. Sales were low in March 2023 with net sales of only 37% (3,481,389,000VND).
Figure 3.21: Sales in March 2023 of Samsung 68
(3) Inexperienced human resources in Omnichannel marketing
Employees do not have deep experience in marketing, especially do not understand the actual situation, so they cannot come up with solutions and plans to develop and improve
39 marketing effectiveness The keyword "Omnichannel" is quite unfamiliar, for a small organization like Samsung 68, it is even harder to be recognized.
(4) Potential customers only stop at the COLD and WARM stages in the marketing funnel
Customer experience can be applied to evaluate the performance and effectiveness of Offline Marketing and Online Marketing as follows:
The number of customers coming to Samsung 68 to experience and participate in programs and events organized by Samsung to increase traffic and brand recognition ranges from 80-90% This is a good feature when moving customer groups from COLD to WARM.
Customers online and interacting through current communication channels are not high (through figures from Facebook, Tiktok and Youtube) until this customer group is still in the COLD area Requires Samsung 68 to actively increase coverage and reach multichannel customers to switch this customer group to WARM.
Your audience is unaware of you, and you make initial contact
Your audience understands you and are considering a purchase
Your audience is hungry and wants something now, so they buy
Your audience has already bought something from you, and your goal is to get them to return
(5) There is no suitable Omnichannel platform yet
There is no unified multichannel model, in general, offline or online marketing activities operate separately, under the control and direction of different departments, not being uniformly managed from a suitable Omnichannel platform The interaction of the channels is low, with 1.2K likes on Facebook but each post gets less than 100 interactions Tiktok, Youtube respectively lower with numbers: 387 followers (in 2 years of operation), 61 subscribers (in 3 years of operation).
Figure 3.23: Details of Samsung 68's post engagement vs article reach on
PROPOSED SOLUTIONS TO COMPLETE
Building Omnichannel Marketing strategies
4.1.1 Shaping the operating model of the brand
With a large number of businesses and resellers focusing on digital marketing, consumers are seeing more advertising than ever before and the need to stand out and differentiate is becoming increasingly difficult for Samsung 68 Currently, new agents have been established but have received great attention from customers such as: CellphoneS, SamCenter are rivals of Samsung 68 Customers are less interested in buying goods in one place luxury space and expensive location, what they care about is how to buy goods with low prices and quality products.
Particularly in Vietnam, with more than 100 stores nationwide, CellphoneS is constantly marketing through online and having many stores also helps this agent's business efficiency higher than many other agents.
That's why Samsung 68 needs a rebrand for 2023 A well-defined brand increases brand recognition and can help attract more customers For many businesses, their brand no longer represents them as a company or no longer resonates with their target customers, which is why brand awareness is so low such a struggle.
We need to pay attention to the following:
1 Is your brand message conveyed?
2 Brand positioning for the new year
3 Factors to consider when doing rebranding
After discussing and analyzing the actual situation, some solutions are proposed as follows:
Create a Samsung 68 Core Values and Service Statement, including:
● Relationship development: “One Samsung, all for Customers”
Once the brand positioning is established, the target customers are also selected and planned to reach, including:
● Students: Through affiliate programs and tours at Samsung 68, schools such as
Ho Chi Minh City University of Technical Education, Ho Chi Minh City University of Economics, Pham Ngu Lao Middle School - High School, CPA Australia , Samsung 68 has reached a target audience of students, and typical products to reach this customer group are: Mobile phones, Tablets, Wireless headphones,
● Enterprise: Samsung 68 has established its own team called "Sale Team", which is the team tasked with finding and linking with a number of small and medium enterprises for the first time, the target audience is the entrepreneurs' restaurants and hotels in Ho Chi Minh City.
● High-class customers: This group of customers will be approached and searched by employees via the internet (groups from Facebook, Zalo, ), customers who come to Samsung 68 store and visitors will be ranked to this target group.
4.1.2 Focus on increasing personalized services
Omnichannel personalization is one of the hottest marketing trends right now 1 Mapping the Customer Journey and increasing touchpoints
Customer Journey will help simulate the process of customer experience Samsung over time, creating a journey connecting customers with Samsung We will be able to accurately capture touch-points and what customers think and interact with, while ensuring consistency across all touchpoints and across all channels We will build aCustomer journey map and analysis through a combination of online and offline purchases.
Based on the marketing funnel, most of Samsung 68's customers stop at COLD and WARM (corresponding to AWARENESS and CONSIDERATION) Therefore, in order for consumers from: unaware of the products/services that Samsung 68 has to the goal of increasing brand awareness, we will focus on two main customer activities during the Awareness:
Facebook Marketing online with minigames:
Create many articles, ideas and reach customers through the main platform, Facebook.
In addition to posting content related to promotions and products, Samsung 68 may also hold contests, sweepstakes or promotions on Facebook Customers love when it's exciting and offers something they can't get any other way Research has shown that discounts and giveaways are the most common reason for customers to follow a business' Facebook page Likewise, Samsung 68 can create contests and games that can be used to liven up the fanpage.
Invest in marketing development on Tiktok platform:
Where there are users, there is Marketing TikTok too, after the boom in 2019, TikTok has now surpassed even Instagram or Twitter to become the most downloaded application in the world With a large number of users, Samsung 68 needs to focus and invest in this platform more.
Right when opening the door to welcome brands to join the marketing race on TikTok, a tip from TikTok for brands is “Don’t make ads, make TikTok” Therefore, Samsung
68 will need to avoid cramming products and sales programs in a "defiant" way, causing discomfort to viewers Products in promotional videos on TikTok should be displayed naturally and integrated in stories close to viewers, helping them understand the message and remember Samsung's products longer.
Physical advertising (SMS, Email or phone call ):
Customers should be informed about exciting programs and events at Samsung 68 through online and physical advertising (SMS, Email or phone call ) It is necessary to always maintain contact with customers or promote Samsung's brand marketing 68. The purpose is for customers to remember the image of Samsung 68 From there, customers can easily come to the showcase.
Specifically, the approaches to help advertising of Samsung 68 attract many customers: Email Marketing: Start with an email newsletter to inform customers about deals; Invite them to visit the website; Or they can also send other relevant information that they are interested in.
SMS Marketing: Recently, SMS in e-commerce has re-emerged and brought remarkable effects Promoting Samsung 68 products with SMS campaigns is easy and requires little preparation.
Then we need to collect data about the customer See how they have feedback, reviews about products, units, service quality, etc.
•Does the customer have a positive or negative reaction?
•Is the strategy more effective before or after the change?
After collecting customer data, Samsung 68 needs to improve its marketing strategy based on criticisms, reactions and other information shared by customers It is a process of continuously improving the strategy according to the needs of the customer.
Changing gifts from the annual event:
For the customer experience at offline activities at Samsung 68, we will focus on events and activities, specifically the approach and gifts to customers There is an association with Samsung 68 later About 8 out of 10 people own one to 10 promotional gifts Of these people, 53% use promotional gifts weekly Through repeated exposure to your branded items, customers become familiar with your business.
Currently, Samsung 68 has not taken advantage of Samsung's financial strength to increase sales, instead of giving symbolic gifts according to the nature of events or gifts related to major holidays: Tet Holiday gifting red envelopes, Christmas giving candles and socks, the cost of gifts is both expensive and cannot help customers recognize Samsung 68 Samsung 68 can save money on converting gifts into mobile accessories promotion or promotional voucher included This not only makes customers happy, but also makes them come back a second time to use the voucher from the previous gift We may be able to get some solid leads with an integrated strategy, but we're guaranteed to get positive results if our giveaways work.
Selecting the right Omnichannel platform for Samsung 68
4.2.1 Evaluate the four most suitable Omnichannel platforms
HubSpot, Salesforce, Synthetix, and Hybrid are all omnichannel platforms that give businesses the ability to interact with customers across multiple channels However, in order to find the right platform, it is necessary to analyze some of the key differences between these platforms to consider when evaluating which platform to use:
HubSpot is an all-in-one marketing, sales, and service platform that offers multiple omnichannel capabilities including email, live chat, social networking, and more.
It offers advanced marketing automation features, such as lead scoring and segmentation, which can help businesses target the right customers with personalized content.
HubSpot is suitable for small and medium businesses that need an all-in-one platform to manage their marketing, sales and service activities.
HubSpot offers free and paid plans for Marketing, Sales, and Service.
● The Marketing Starter plan starts at around $50/month and the Marketing Professional plan starts at around $890/month.
● The Sales Starter plan starts at around $50/month and the Sales Professional plan starts at around $500/month.
● Service Starter plans start at around $50/month and Service Professional plans start at around $400/month.
Salesforce is a powerful CRM platform and is appreciated for its flexibility in customization and integration with other applications and systems.
The platform provides tools for customer management, contract management, data analytics, and other features to enhance customer experience and optimize business processes.
Salesforce provides Omnichannel solutions to link multiple channels and deliver a seamless customer experience.
Salesforce offers different pricing plans including Lightning Professional, Lightning Enterprise, and Lightning Unlimited Prices start at around $75/person/month for the Lightning Professional plan and can go up to thousands of dollars for the Lightning Unlimited plan.
Salesforce also offers purchasable extras like extension integration and customization.
Synthetix is a cloud-based customer service platform that provides multichannel support through web chat, email, social networking and voice.
It provides advanced chatbot and virtual assistant capabilities, such as natural language processing and sentiment analysis, which can help businesses automate routine and advanced customer service tasks agent efficiency.
Synthetix is suitable for businesses that need a customer service platform that is easy to deploy and offers advanced automation features.
In terms of cost, Synthetix offers different pricing plans including Self-service, Virtual Agent and Human-Assisted.
The price of Synthetix depends on many factors, however, on average, from about 15,000 - 20,000 USD/year for the Self-service package, from about 50,000 - 70,000
USD/year for Virtual Agent package and from about 100,000 - 150,000 USD/ year for the Human-Assisted plan.
Hybrid Omnichannel of Samsung is a retail strategy that aims to provide a seamless and personalized shopping experience to customers across multiple channels The strategy combines the strengths of physical stores, online platforms, and mobile devices to create a unified customer experience Here are some key features of Samsung's Hybrid Omnichannel:
Online-to-Offline Integration: Samsung's online and offline channels are integrated to provide customers with a seamless experience Customers can browse products online, order them for in-store pickup, or purchase them directly in-store.
Personalization: Samsung's Hybrid Omnichannel leverages customer data to provide personalized recommendations and offers This ensures that customers are presented with products and services that are tailored to their preferences.
Mobile Integration: Samsung's mobile app is integrated with its physical stores, allowing customers to browse products, check availability, and make purchases on their mobile devices The app also offers features such as augmented reality (AR) to help customers visualize products in their homes.
In-Store Experience: Samsung's physical stores offer a range of experiences, including product demonstrations, workshops, and repair services Customers can also access Samsung experts who can provide advice and support.
4.2.2 Using the Fuzzy TOPSIS method for platform evaluation and selection
Co lle cti nf or ma tio n
Crawling platforms Define platform selection criteria AHP Determine the weight of the criteria an dr ati ng s
Reviews Rank the platforms to determine the highest ranking platform an dr ati ng s
Figure 4.3: Steps to proceed with platform selection
The steps to conduct a platform selection assessment are as follows:
Step 2: Determine the weight of the criteria based on the AHP model
Step 3: Apply the FUZZY TOPSIS technique to rank platforms
Table 4.1: Evaluation criteria of platforms
The platform needs to ensure the Data Security reliability and safety of information, Md Tarique protect customer and business Jamal (2020) information from cyber threats
The platform needs to be priced to fit Harsh S.
Dhiman and Cost your budget, including deployment,
Dipankar Deb maintenance, and upgrade costs
This is one of the important criteria to Sales evaluate the effectiveness of the Tzyh-Lih Hsia platform, especially in increasing et al (2020) revenue and profit for businesses
Chang et al. The platform should allow the (2011); Flexibility integration of different sales channels to Jayshingpure et create a seamless shopping experience al (2016) for customers Minhaj and
This is an important criterion that cannot
Lourdes Rivero be ignored, customers are not satisfied Satisfaction of with the purchasing experience on the Gutiérrez and customers Rocio Samino platform, they may not return and that
García (2020) can affect your sales future career
Table 4.2: Details of the decision maker’s team Decision maker Department Experience in years Designation
There are 5 criteria and 4 alternatives that are ranked based on the FUZZY TOPSIS method The table below shows the type of criterion and weight assigned to each criterion.
The following table shows the fuzzy scale used in the model.
The alternatives in terms of various criteria are evaluated and the results of the decision matrix are shown as follows Note that if multiple experts participate in the evaluation, then the matrix below represents the arithmetic mean of all experts.
Data Security Cost Sales Compatibility Satisfaction of customers
Step 2: Create the normalized decision matrix
Table 4.6: The normalized Decision Matrix
Data Security Cost Sales Compatibility Satisfaction of customers
Step 3: Create the weighted normalized decision matrix
The following table shows the weighted normalized decision matrix
Table 4.7: The weighted normalized Decision Matrix
Data Security Cost Sales Compatibility Satisfaction of customers
Step 4: Determine the fuzzy positive ideal solution (FPIS, A*) and the fuzzy negative ideal solution ( , − )
The positive and negative ideal solutions are shown in the table below Table 4.8: The positive and negative ideal solutions
Positive ideal (FPIS) Negative ideal(FNIS) Data Security (0.233,0.350,0.400) (0.033,0.061,0.159)
Step 5: Calculate the distance between each alternative and the fuzzy positive ideal solution ∗ and the distance between each alternative and the fuzzy negative ideal solution −
The table below shows distance from positive and negative ideal solutions
Table 4.9: Distance from positive and negative ideal solutions
Distance from positive ideal Distance from negative ideal HubSpot
Step 6: Calculate the closeness coefficient and rank the alternatives
The closeness coefficient of each alternative and the ranking order of it are shown in the table below.
Thus, the chosen platform is Hybrid, ranked first thanks to the Fuzzy TOPSIS method. This is a good example for platforms, not always low price (HubSpot) platform, low data security; and also not a platform with good data security, high price (Synthetix); but the platform with the most reasonable cost, data security and revenue will be chosen.
Although there are many platforms provided by 3rd parties nowadays, it is easy for organizations and businesses to find and use one of them HubSpot or Salesforce is very famous and brings good results for users, the cost is average but the value it brings is great Synthetix stands out for its high-class security, which can be considered the highest among 3rd-party powered platforms on the market However, choosing a platform is not based solely on the value it brings Most of the 7 experts attach great importance to Data security and put it first.
This represents a dependency by the nature and situation of Samsung 68, becauseSamsung is a large corporation, so they attach great importance to the data security of customers That is the reason that makes Hybrid the platform selected through 5 criteria Making a selection based on criteria and expert evaluation helps Samsung 68 administrators easily understand the nature of each platform and its suitability with the current Samsung 68 Fuzzy TOPSIS can be successfully applied, not only does the decision making in the selection of criteria become certain and transparent, the subsequent selection cases are also made easier.
The Fuzzy TOPSIS methodology can help businesses choose an omnichannel platform that's right for their needs, by looking at multiple criteria transparently and objectively and dealing with inaccurate and uncertain information sure From there, being able to choose an omnichannel platform for the business is an important decision that is meaningful to the success of the business.
With a great mission and desire, when Samsung 68's marketing activities are effective, that dream will come true We have a huge resource and support, what is needed here is a clear and professional strategy Do not lose the "unique" values of a showroom, and do not stop there, but also develop further with the D2C sales model.
Currently, Samsung 68 is in the process of confirming and finding out some outstanding weaknesses such as: offline marketing programs have not yet brought about great results as expected; The number of customers who know about Samsung
68 or come to visit is still small, mainly due to self-searching for customer sources; Online marketing activities besides that, there are many shortcomings when the staff is inexperienced and specialized subjects and marketing in the new era; Using manual online marketing methods and not taking full advantage of Samsung's brand power, Therefore, the first thing to do is to define the direction of development: Samsung 68 is Samsung's first sales showroom in the world, taking advantage of the advantages of a showroom to organize big events, programs and serve services Serving the needs and passion of technology for customers not only in Vietnam but also international tourists In the future, many trends and technological shifts are formed, and consumers' needs and perceptions about technology products also change Therefore, the ability to be flexible and adaptive in terms of organizing and exploiting marketing activities thoroughly is a necessary solution A risk control plan also needs to be developed so that marketing activities at Samsung 68 can bring more special values To get such great results, from now on Samsung 68 needs to know the importance of marketing and has focused on marketing activities, always looking for new markets, new customers to scale the market continuously expanded.
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