Thursday October 22, 2026
To celebrate Vietnamese Women’s Day on October 20, MVC partnered with Purité & Ôliv to roll out a series of booth activations across Emart, GO!, Co.opmart, and Lotte Mart, bringing the brands closer to consumers at the very moment purchase decisions are made.
Beyond increasing in-store visibility, the program was designed as a seamless consumer journey, combining eye-catching displays, product consultation, purchase incentives, and a technology-enabled receipt-scanning reward mechanism. This approach not only increased engagement but also created stronger reasons for shoppers to convert directly at the store.
How can brands drive stronger in-store conversion during Vietnamese Women’s Day?
Stand out and capture shoppers’ attention from the very first moments
In a supermarket environment, especially during festive or promotional periods, shoppers are exposed to a large number of brands and messages at the same time. Capturing attention within the first few seconds therefore plays an important role in creating opportunities for both engagement and purchase.
Purité & Ôliv booths were strategically positioned within the stores to create strong visual touchpoints, attract shoppers from a distance, and draw them closer to the products.
At the booth, Brand Ambassadors (BA) proactively approached shoppers, introduced the products, provided recommendations based on individual needs, and helped consumers better understand their options before making a purchase decision.
Creating a more engaging experience through live music
Alongside the booth activation, the program also featured live band performances in-store, adding energy to the overall experience, attracting shoppers from a distance, and driving more traffic to the activation area. Music helped the campaign stand out in a busy retail environment while creating a more engaging atmosphere before shoppers moved on to interact with Brand Ambassadors, explore the products, and make a purchase.
Turning product experience into purchase conversion
Rather than focusing solely on brand awareness, the program was designed to guide shoppers through a complete journey: Capture Attention → Engage with Brand Ambassadors → Explore Products → Purchase → Receive Offers & Redeem Rewards
By combining direct product interaction with in-store incentives, the program helped shorten the path from brand awareness to purchase, particularly during a high-demand shopping occasion such as October 20.
The reward mechanism also served as an additional conversion driver, giving shoppers another reason to make a purchase while they were actively engaging with the brand.
Integrating Zalo Mini App into the reward redemption journey
Another key element of the program was the integration of Marico’s Zalo Mini App into the reward redemption process. After purchasing the products, shoppers could scan their receipts through the Zalo Mini App to verify the transaction and redeem their gifts, replacing a fully manual verification process.
Digitizing the redemption step not only made the consumer experience more convenient, but also helped the brand standardize execution across multiple stores, reduce manual operational steps, and establish a more structured foundation for campaign data collection.
It also created a bridge between the offline supermarket experience and a digital platform, allowing the activation journey to continue beyond the moment consumers left the booth.
End-to-end activation: Combining booth activation with receipt-scanning rewards
For any in-store activation, an attractive booth or high engagement levels are only the starting point. Real effectiveness comes from the ability to guide consumers through a complete journey from awareness and experience to purchase and reward.
Through the Purité & Ôliv project, MVC continued to apply an end-to-end activation approach, connecting multiple touchpoints across the consumer journey, from experience design and on-ground engagement to sales conversion and technology-enabled reward redemption.
As a result, the booth became more than just a product display or consultation area. It played a direct role in the consumer conversion journey.
Across every activation, MVC aims to connect brand experience, technology, and purchase behavior more effectively, ensuring that in-store activation does not simply capture attention, but also delivers measurable conversion value for the brand.
