Ho Chi Minh City Pivots Retail Strategy from Discounts to Experiences

Ho Chi Minh City’s businesses are shifting their consumer stimulus tactics away from traditional discount campaigns, increasingly focusing on customer experiences, integrated services, and added value to drive consumption and tourism. The strategic pivot reflects evolving consumer behaviour, where factors like convenience, entertainment, and personalised experiences now hold as much weight as price in purchasing decisions. According to industry participants, price reductions alone are no longer sufficient to attract and retain customers in an increasingly competitive market.

Corporate Strategies Evolve

Electronics retailer Nguyễn Kim is among the companies redesigning its promotional campaigns to adapt to the new landscape. Đinh Quốc Bảo, the company’s Marketing and Omnichannel Retail Director, said Nguyễn Kim is moving away from direct price cuts on individual products and is instead concentrating on bundled offers that provide greater overall value.

For instance, Bảo noted that customers purchasing an air conditioner might receive a complimentary air purifier or fan. He added that a second purchase could qualify for an additional discount of 5–10 per cent. "Combo sales programmes with increasing incentives based on the number of products selected are also being expanded," he said.

Shopping malls are also adopting new approaches. Takeshi Yamaguchi, Retail Operations and General Manager of Estella Place, said the centre is developing an experiential retail model. The goal is for customers to visit not only for shopping but also to enjoy entertainment and family-oriented activities.

"The highlight of this summer is a pilot pet-friendly policy, which has received positive feedback from customers and helped increase visitor traffic," Yamaguchi stated. "Retail tenants have also reported better business performance as customers spend more time at the mall and participate in more activities."

For manufacturers, innovation is centred on improving consumer access to product information. Representatives from Orion Vina Food Co Ltd said that consumers are becoming more selective and favour products with clear, intuitive information. In response, the company has redesigned the packaging for its ChocoPie products to better highlight specific values. Key details such as the number of cakes and product weight are now displayed more prominently, alongside the message 'Big cake, full flavour,' to simplify product identification and comparison. The company said these changes aim to refresh packaging, communicate product value more effectively, and strengthen customer engagement.

Building a Consumption Ecosystem

This shift among private enterprises is influencing Ho Chi Minh City's broader strategy for stimulating demand. Trần Như Quỳnh, head of the Trade Management Division at the city's Department of Industry and Trade, said officials are moving from isolated promotions toward building an integrated consumption ecosystem that involves multiple sectors.

"Instead of focusing only on shopping, promotional programmes will be connected with tourism, entertainment, the night-time economy and other experiential activities," Quỳnh explained. "Visitors to Ho Chi Minh City will not only be able to sightsee, but also participate in shopping promotions, entertainment services and cultural activities."

The department is collaborating with airlines, tourism operators, entertainment providers, and retailers to develop integrated promotional packages. These packages are designed to attract both domestic and international visitors while encouraging longer stays and higher spending.

As part of this plan, the city will launch two major annual shopping campaigns. The 'Vibrant Summer Shopping Season' is set to begin on July 7, aligning with major shopping dates like August 8 and September 9. A second campaign, the 'Vibrant Spring Shopping Season,' will run from November 11 to February 2, 2027. Additional programmes, including promotions for luxury brands and various themed events, are also in development to enhance the retail market's appeal. According to Quỳnh, integrating commerce with tourism and entertainment is expected to generate new momentum for the city's trade and service sectors and bolster economic growth.

A Regional Shopping Destination

From an investor standpoint, increasing per-visitor spending is becoming a higher priority than simply increasing the total number of tourists. Lê Hồng Thủy Tiên, CEO of Imex Pan Pacific Group (IPPG), argued that Ho Chi Minh City should develop large-scale outlet centres based on international models.

"Ho Chi Minh City needs well-planned outlet centres that are not merely discount shopping venues, but integrated destinations for shopping, entertainment and leisure for families and tourists," Tiên said. "When developed in a synchronised manner, these outlet centres can become important destinations for both domestic and international tourists, helping position Ho Chi Minh City as a shopping hub in Việt Nam and the wider region."

IPPG also proposed the development of integrated retail models that combine shopping with cultural activities, exhibitions, and regional specialities. Such venues would allow visitors to experience products and traditions from different parts of the country in a single location.

As both businesses and policymakers embrace these new approaches, Ho Chi Minh City is methodically transforming its consumer stimulus strategy from a focus on large-scale discount programmes to a more comprehensive ecosystem that links commerce, tourism, culture, and entertainment.