FamilyMart Vietnam addresses operational and customer experience challenges with FPT CX Suite

KEY HIGHLIGHTS

• 40% increase in Monthly Active Users (MAU)
• 100% increase in online revenue
• 20% increase in Customer Lifetime Value (CLV)
• 100% increase in customer engagement frequency

PROJECT OVERVIEW

As competition in the retail industry intensifies and demand for omnichannel shopping continues to grow, FamilyMart Vietnam partnered with Utop to implement the FPT CX Suite ecosystem to enhance operational efficiency and improve customer experience.
The project focused on building a modern customer management and omnichannel commerce platform that seamlessly connects sales channels, streamlines operations, and delivers personalized customer experiences at scale.
Through the deployment of Omnichannel Order Management, LoyaltyOS, Marketing Automation, and revenue acceleration programs, FamilyMart successfully transformed its operating model while leveraging customer data more effectively to drive revenue growth and increase customer lifetime value.

CLIENT

FamilyMart Vietnam (FMV) is one of Vietnam’s leading convenience store chains, operating more than 160 stores nationwide and serving millions of customers every day.
With a customer-centric strategy, FamilyMart continuously invests in technology and operational innovation to improve service quality, optimize the shopping experience, and build long-term customer relationships.

CHALLENGES

Operational Challenges

• Order management across online and offline channels was fragmented, lacking synchronization in processing workflows.
• Many operational processes were still handled manually across different systems, resulting in delays, errors, and reduced overall efficiency.
• In addition, the existing platform was not sufficiently scalable to support future business growth and the expansion of omnichannel retail models.

Customer Experience Challenges

• The legacy loyalty system lacked flexibility and scalability, limiting the ability to create personalized loyalty programs.
• Customer engagement remained relatively low, while promotional and customer care programs were not achieving their full potential.
• Years of accumulated customer data were not being effectively utilized to support marketing activities, revenue growth, and enhanced shopping experiences.
• Furthermore, the existing application interface was not engaging enough to encourage frequent customer interaction.

SOLUTION

To address these challenges, Utop deployed the FPT CX Suite ecosystem, enabling FamilyMart to build a comprehensive customer management and omnichannel commerce platform.
The Omnichannel Order Management solution was implemented to synchronize order management across online and offline sales channels. The system automated order-processing workflows, minimized manual operations, and improved overall operational efficiency.
At the same time, LoyaltyOS was introduced as a next-generation loyalty management platform, allowing FamilyMart to design flexible point-earning, reward-redemption, and personalized promotion programs tailored to different customer segments.
The Marketing Automation platform automated customer engagement and marketing activities across multiple channels. By analyzing customer data and executing behavior-based campaigns, FamilyMart was able to strengthen customer engagement and improve conversion performance.
In addition, revenue acceleration programs were integrated into a single platform, enabling the company to leverage customer insights more effectively and develop sales and promotional campaigns aligned with actual customer needs.

RESULTS

By 2025, the project had delivered significant improvements in both operations and business performance:

• 40% increase in Monthly Active Users (MAU): The new platform significantly enhanced the user experience, encouraging more customers to return and engage with the application regularly.
• 100% increase in online revenue: Synchronized order management and an optimized omnichannel shopping experience drove substantial growth in online sales.
• 20% increase in Customer Lifetime Value (CLV): Personalized loyalty programs and more effective customer engagement strategies increased customer retention and long-term value.
• 100% increase in customer engagement frequency: Marketing Automation capabilities and flexible promotional programs doubled customer interaction with the brand.

This platform plays a critical role in serving our loyal customers. FPT CX Suite has helped FamilyMart optimize customer engagement processes while delivering long-term efficiency and sustainable value.

Akira Kirimura, CEO of FamilyMart Vietnam

VALUE

The project represents a major milestone in FamilyMart Vietnam’s digital transformation journey, providing the company with a modern customer management platform designed to support long-term growth.
By integrating omnichannel operations, loyalty management, and marketing automation within a single ecosystem, FamilyMart has not only improved operational efficiency but also delivered more personalized shopping experiences to its customers.
FPT CX Suite has also established a centralized customer data platform, enabling the company to maximize the value of existing customer data, increase revenue, strengthen customer loyalty, and build sustainable competitive advantages in the modern retail market.