Developing an Effective Omnichannel Sales Strategy – Valuable Lessons for Marketing Students

On April 5, 2025, the Faculty of Commerce at Van Lang University organized a seminar titled “Developing an Effective Omnichannel Sales Strategy,” which attracted a large number of students passionate about media and commerce.

Ms. Tran Thi Thanh Tuyen, Head of Digital Commerce at ABInBeV, introduced the concept of omnichannel retailing. This strategy seamlessly integrates all sales channels to deliver a unified and cohesive shopping experience. According to Ms. Tuyen, omnichannel retailing has become an indispensable part of e-commerce, particularly in Vietnam, where the market value has reached 16 billion USD. By analyzing real-world examples from brands like Nike, Starbucks, and Amazon, she emphasized key takeaways for implementing this strategy effectively: experiencing the service as a customer to gain insights into consumer psychology, and utilizing cross-channel content and integration to optimize data use and formulate distribution and product development strategies that align with market needs.

Mr. To Dinh Menh, Deputy General Director of Gigamall Vietnam, offered students a comprehensive view of modern distribution channels such as supermarkets and shopping centers, which require professional and meticulous operations. To attract customers in this space, he highlighted the importance of enhancing interaction between customers and products, alongside implementing effective merchandising strategies to ensure product prominence and alignment with market positioning. He stressed two essential factors in designing a successful modern distribution strategy: building and managing an efficient workforce, and clearly defining t he role of distributors within the modern channel framework.

Mr. Bui Pham Duyet, Sales Director of Budweiser Vietnam, drawing on his 25 years of experience, asserted that a successful omnichannel sales strategy must first capture customer attention and then convert that attention into purchase decisions in order to gain market share. He noted that each sales channel demands a tailored approach: for instance, the “paradox of choice”  principle facilitates decision-making in traditional retail; the “Rule of 7” reinforces product recall in modern trade; and in e-commerce, leveraging networks of KOLs (Key Opinion Leaders), KOCs (Key Opinion Consumers), and KOS (Key Opinion Sellers) builds trust and engagement with consumers.

During the Q&A session, the speakers delved deeper into the practical aspects of sales strategy development and the professional journey behind it. They collectively agreed that although e-commerce currently occupies a smaller market share, it is among the fastest-growing and most accessible distribution channels. As such, professionals must accurately assess both the product and market demands to increase sales and maximize profitability for businesses.

Through this seminar, VLU students gained a solid understanding of how to develop an effective omnichannel sales strategy, while also engaging directly with leading industry experts on future career opportunities.

News: Thanh Phuc
Photos: Huu Phuoc