‘TechnoCreativity’ leveraged by retailers for deeper customer connections

PNJ’s approach combines tech with emotions.

As technology transforms retail, PNJ Group is embracing “TechnoCreativity” to deliver personalised, culturally relevant experiences that go beyond transactions, according to Tran Nguyen Phi Long, Head of Retail Marketing and Head of Retail Planning & Policy at PNJ Group.

“We are moving into a space where technology can make the retail state more personalised and more immersive than ever before.” This approach, blending elements of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), allows customers to engage with products in ways that feel personalised to their interests and lifestyles.  

“It's no longer just about buying something. It's about being part of the journey that is regional with their emotion,” he explained. By aligning brand storytelling with the “minds and then the heart,” PNJ aims to foster deeper loyalty and meaningful customer relationships.

He mentioned that gamification also adds a playful, engaging layer to the shopping experience. “Gamification can create an experience where the customer interacts with the brand in an impactful way to create a spreading virus effect to the customer, to another of your friends and families.”

Long stressed the importance of technology in enhancing—not replacing—the emotional elements of retail. “Technology in retail isn't here to replace emotion in the sense that it is enriched,” he said. For PNJ, AI and VR serve as tools that allow customers to imagine themselves with products, fostering a deeper connection.

As PNJ Group looks to the future, “TechnoCreativity” will remain at the core of its strategy. “The key to success will be the combination. You can cut the technology with emotional relevance,” Long explained. By blending high-tech tools with cultural and emotional resonance, PNJ aims to cultivate lasting relationships with its customers.