Breaking barriers and seizing new opportunities, rockbird media is opening the doors to the first-ever Retail & E-Commerce Summit Asia 2024 Vietnam this year. As you anticipate the impressive lineup of speakers, we have the opportunity to converse with Fred Trat, Family Mart’s General Manager of Marketing and Head of Omnichannel. Read more to discover key insights from his career journey.
In Vietnam’s vibrant convenience store market, one company is making a notable impact by emphasizing innovation and customer loyalty, drawing customers in a competitive environment. Leading the change, General Manager Fred Trat is in charge of expanding Family Mart across the nation. It is a fact that nearly 94% of F&B business owners globally are focusing their attention on innovation and striving to advance their businesses. Fred stresses how there is “just only one purpose, that’s to attract the customer and improve the transaction at the start. The point is that we need to listen to the customer, it’s a must in the F&B industry.”
Fred will be sharing his thoughts on strategy to attract customers while highlighting Family Marts competitive edge of frequent product updates and offerings.
It is imperative that companies engage actively with customers on social media and seek constant feedback through surveys. Fred ensures that Family Mart stays ahead of the competition by meeting customer expectations and the importance of fostering strong customer loyalty. It is notable that Family Mart was one of the first to innovate the loyalty program through its green card. According to Fred they need to keep the customer loyal to them by providing schemes so they can come more frequently to the store and buy more and in return get more.
Alongside Fred’s busy schedule overseeing the c-store operations, he fondly recalls how it was such a great memory and moment for him that he had visited Family Mart Japan. He specified how he enjoys learning from various events and sharing his knowledge, finding enriching experiences in various sessions and interactions with different departments at Family Mart Japan. It’s a realization that comes to mind that you will find yourself continually drawn back to learning and that learning is a never ending process.
The insights gained from Japan, particularly in navigating post-pandemic transformations and maintaining brand leadership, are instrumental for Fred in shaping Family Mart Vietnam’s strategy. Inspired by his visit, Fred begins applying these learnings shortly after returning. “It’s not only about promotion or an attractive visual design of the store; it’s about loyalty to make the customer come and stay with you. The need to increase the collaboration between marketing, between the sales, and between the merchandise team to increase the perfect plan that fits with the customer audience.”
It’s crucial for leaders to evolve continually, grow, and actively share their knowledge with peers to better meet the evolving needs and desires of their customers.
Join us at the Retail and E-commerce Summit Asia on August 22, 2024, at Mai House, Saigon Ho Chi Minh, to gain valuable insights from Fred Trat on the marketing industry.
