, Vietnam
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Vietnam pharmacy chain taps technology to better serve customers

FPT Long Chau commits to innovation and personalisation, but not at the expense of customer trust.

AS a stickler for market dynamics, digital innovation, and community health, FPT Long Chau has emerged as a frontrunner in Vietnam’s pharmacy industry. With over 1,700 pharmacies and millions served monthly, its focus now is on analysing customer preferences to provide tailored recommendations that resonate with their customer needs.

At the recent Retail Asia Forum in Ho Chi Minh City, Nguyen Do Kuan, chief operating officer of FPT Long Chau, discussed how businesses like theirs are leveraging technology to streamline operations and manage high transaction volumes efficiently.

FPT Long Chau, processing over 12 million transactions monthly across diverse channels including online platforms and physical stores, showcases the significant impact of technology integration on operational efficiency.

Operating across a vast network of stores nationwide, the pharmacy chain ensures fair healthcare distribution by upholding uniform pricing and quality standards across urban and rural regions.

The group’s commitment to enhancing customer experience is also further evidenced by its innovative AI integration.

Moreover, FPT Long Chau has also cultivated a loyal customer base exceeding nine million regular users on its official account platform by tailoring recommendations based on individual preferences and demographics.

Kuan, however, cautioned against the indiscriminate application of AI, stressing the need for a nuanced understanding of customer preferences.

She said personalisation should not be invasive, but should be a subtle demonstration of empathy and support.

Kuan also urged industry stakeholders to prioritise customer trust over technological prowess.

Looking ahead, Kuan outlined FPT Long Chau’s ambitious goal to move beyond traditional retail models and become a central figure in the healthcare ecosystem.
With plans to spearhead vaccination initiatives and expand healthcare services, the pharmacy chain aims to redefine its role in safeguarding public health.
Kuan called upon retailers to embrace digital transformation as a catalyst for innovation and growth, urging them to chart a course towards a more integrated and customer-centric future.

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