{"id":24811,"date":"2026-06-11T10:14:37","date_gmt":"2026-06-11T03:14:37","guid":{"rendered":"https:\/\/fpt-is.com\/en\/?post_type=cau_chuyen&#038;p=24811"},"modified":"2026-06-11T10:31:01","modified_gmt":"2026-06-11T03:31:01","slug":"familymart-vietnam-addresses-operational-and-customer-experience-challenges-with-fpt-cx-suite","status":"publish","type":"cau_chuyen","link":"https:\/\/fpt-is.com\/en\/customers\/familymart-vietnam-addresses-operational-and-customer-experience-challenges-with-fpt-cx-suite\/","title":{"rendered":"FamilyMart Vietnam addresses operational and customer experience challenges with FPT CX Suite"},"content":{"rendered":"<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">KEY HIGHLIGHTS<\/span><\/h2>\n<ul>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>40%<\/strong> increase in <strong>Monthly Active Users<\/strong> (MAU)<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>100%<\/strong> increase in <strong>online revenue<\/strong><\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>20%<\/strong> increase in <strong>Customer Lifetime Value<\/strong> (CLV)<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>100%<\/strong> increase in<strong> customer engagement frequency<\/strong><\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/4-1754993972-1781147174.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-24808\" src=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/4-1754993972-1781147174.jpg\" alt=\"4 1754993972 1781147174\" width=\"1231\" height=\"820\" srcset=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/4-1754993972-1781147174.jpg 1231w, https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/4-1754993972-1781147174-700x466.jpg 700w, https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/4-1754993972-1781147174-406x271.jpg 406w\" sizes=\"(max-width: 1231px) 100vw, 1231px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">PROJECT OVERVIEW<\/span><\/h2>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">CLIENT<\/span><\/h2>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">FamilyMart Vietnam (FMV) is one of Vietnam\u2019s leading convenience store chains, operating more than 160 stores nationwide and serving millions of customers every day.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">CHALLENGES<\/span><\/h2>\n<p><strong><span style=\"font-family: arial, helvetica, sans-serif\">Operational Challenges<\/span><\/strong><\/p>\n<ul>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">Order management across online and offline channels was fragmented, lacking synchronization in processing workflows.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">Many operational processes were still handled manually across different systems, resulting in delays, errors, and reduced overall efficiency.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">In addition, the existing platform was not sufficiently scalable to support future business growth and the expansion of omnichannel retail models.<\/span><\/li>\n<\/ul>\n<p><strong><span style=\"font-family: arial, helvetica, sans-serif\">Customer Experience Challenges<\/span><\/strong><\/p>\n<ul>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">The legacy loyalty system lacked flexibility and scalability, limiting the ability to create personalized loyalty programs.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">Customer engagement remained relatively low, while promotional and customer care programs were not achieving their full potential.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">Years of accumulated customer data were not being effectively utilized to support marketing activities, revenue growth, and enhanced shopping experiences.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\">Furthermore, the existing application interface was not engaging enough to encourage frequent customer interaction.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">SOLUTION<\/span><\/h2>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">To address these challenges, Utop deployed the FPT CX Suite ecosystem, enabling FamilyMart to build a comprehensive customer management and omnichannel commerce platform.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">RESULTS<\/span><\/h2>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">By 2025, the project had delivered significant improvements in both operations and business performance:<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>40% increase in Monthly Active Users (MAU)<\/strong>: The new platform significantly enhanced the user experience, encouraging more customers to return and engage with the application regularly.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>100% increase in online revenue<\/strong>: Synchronized order management and an optimized omnichannel shopping experience drove substantial growth in online sales.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>20% increase in Customer Lifetime Value (CLV)<\/strong>: Personalized loyalty programs and more effective customer engagement strategies increased customer retention and long-term value.<\/span><\/li>\n<li><span style=\"font-family: arial, helvetica, sans-serif\"><strong>100% increase in customer engagement frequency<\/strong>: Marketing Automation capabilities and flexible promotional programs doubled customer interaction with the brand.<\/span><\/li>\n<\/ul>\n<blockquote><p><span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><\/p><\/blockquote>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">Akira Kirimura, CEO of FamilyMart Vietnam<\/span><\/p>\n<p><a href=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/2-1754993981-1781147459.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-24809\" src=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/2-1754993981-1781147459.jpg\" alt=\"2 1754993981 1781147459\" width=\"1299\" height=\"1005\" srcset=\"https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/2-1754993981-1781147459.jpg 1299w, https:\/\/cdn.fpt-is.com\/en\/sites\/3\/2026\/06\/2-1754993981-1781147459-700x542.jpg 700w\" sizes=\"(max-width: 1299px) 100vw, 1299px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-family: arial, helvetica, sans-serif;color: #ff6600\">VALUE<\/span><\/h2>\n<p><span style=\"font-family: arial, helvetica, sans-serif\">The project represents a major milestone in FamilyMart Vietnam\u2019s digital transformation journey, providing the company with a modern customer management platform designed to support long-term growth.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><br \/>\n<span style=\"font-family: arial, helvetica, sans-serif\">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.<\/span><\/p>\n<div class=\"text-base my-auto mx-auto 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