Vietnam retailers target personalisation as Gen Z turns to online discovery

Panelists during Retail Asia Summit discussion highlight digital engagement, personalization, and experience as key to capturing demographic.

Retailers in Vietnam are shifting toward personalised engagement, digital channels, and experience-led strategies to respond to changing Gen Z consumer behaviour, particularly as traditional measures of value move beyond price and quality.

During a panel discussion at the Retail Asia Summit – Vietnam held on 2 April, industry leaders said these adjustments reflect how younger consumers rely more on social influence, online discovery, and tailored experiences when making purchasing decisions.

Lance Canavan, managing director of Guardian Vietnam, said the conventional value equation of price and quality is shifting.

“The value equation historically has been value equals price and quality. As Gen Z evolves, the value equation will be closer to trust, relevance and experience,” he said.

He noted that Gen Z consumers are more digitally engaged and rely on different sources of information compared to previous generations.

“Their source of truth is from different channels. They are looking for experience, they are digitally engaged, and you need to be able to speak their language,” Canavan said.

Gen Z consumers also expect retailers to use data to personalised engagement. “They expect you as retailers to know them as well as they know themselves, and to use data analytics to serve them,” he said.

Panelists highlighted that store roles are also changing. Canavan noted that Gen Z shoppers often complete product research online before visiting physical stores. “They are already 80% to 90% there in terms of the product decision. When they come to the store, they expect strong customer service to help finalize that purchase,” he said.

Nguyen Tra My, general manager, strategic marketing, member relations and data management at AEON Vietnam, said emotional factors play a larger role in purchase decisions amongst Gen Z consumers.

"It’s not only what they buy, but why they buy it,” she said, adding that retailers need to create reasons for purchase beyond product features.

She cited differences in behaviour across locations, noting that product focus and strategy vary between urban and rural areas saying that whilst AEON prioritises categories such as health and beauty and ready-to-eat products, in other areas it emphasises different categories and formats based on demand.

Panelists also pointed to cultural trends shaping demand. Nguyen said AEON adjusted its product and marketing strategy following increased interest in traditional clothing. The company aligned product offerings and in-store experiences with customer behaviour, including store displays and customer engagement activities.

Canavan said wellness, beauty, and lifestyle categories are likely to remain key areas of demand which he attributed to increased awareness of health and self-care, as well as broader demographic and income trends.

They also highlighted differences in how Gen Z and Gen Y consumers access information with Gen Z consumers more likely to begin their purchasing journey online, whilst older consumers rely more on word-of-mouth marketing.

On customer loyalty, Canavan said retailers need to balance short-term trends with longer-term engagement with Gen Z consumers.

“You have to support trends and innovation, but it’s the emotional connection that helps build long-term relationships,” he said.

Both speakers said retailers need to adapt to different customer preferences, including online and offline engagement.

“As a retailer, you need to be able to engage them where they are,” Canavan said.

The leaders also emphasised the importance of internal mindset. Nguyen said teams need to test new ideas and adapt quickly to changing demand, whilst Canavan highlighted a “customer first” approach as central to decision-making.