Case Study: Saigon Co.op reignites retail growth with Kantar

Being the market leader is the ultimate achievement for any retailer, but it is a hard position to maintain. We helped Saigon Co.op improve its offer and comms

Saigon Co.op, a leading retailer in Vietnam, faced declining market share as competitors attracted more customers. To understand shoppers' changing needs and reinvigorate growth, they partnered with Kantar, which utilized its long-running household purchase panel and conducted additional shopper research.

Kantar’s analysis revealed six distinct shopper types and identified that Saigon Co.op was missing key groups. Based on these insights, Saigon Co.op launched the premium Finelife offer, expanded with eight new mini-marts in Hanoi, and developed a new communications guidebook. These actions, guided by Kantar, were forecast to generate an additional $17 million in revenue in the first year.

Saigon Co.op