Saigon Co.op Enhances Customer Value with Strengthened Private Brand Strategy

Saigon Co.op, a leading retailer in Vietnam, is enhancing customer value by strengthening its private brand 'Co.op' and implementing large-scale promotions. From September 24 to October 7, the "Co.op Private Brand - Quality Assurance - Maximum Savings" campaign is running across all Co.opmart, Co.opmart Pro, Co.opXtra, and Co.op Online stores. This campaign is one of the year's largest promotional events, designed to thank millions of customers and celebrate the brand's recognition at the Asia Retail Awards 2026. Saigon Co.op collaborates with over 100 domestic manufacturers, offering more than 2,500 private brand products, which are a cornerstone of its product development strategy. The company's private brands not only offer price advantages but are also developed to closely align with customer needs and preferences, aiming to create a "tailor-made shopping basket" that ensures quality, affordability, and promotes environmentally friendly purchasing choices. As a pioneer in private brand development in Vietnam, Saigon Co.op analyzes customer purchasing data, feedback, and market trends to optimize its product assortment, specifications, quality, and pricing. The private brand portfolio is categorized into three main lines: 'Co.op Happy,' focusing on essential items with a savings-oriented approach; 'Co. Select,' a mid-range segment balancing quality, convenience, and price; and 'Co. Finest,' targeting the premium segment with an emphasis on ingredients, experience, and unique value. This tiered approach allows the private brand range to cater to diverse consumer needs, from everyday necessities to products with higher quality and experiential demands. By optimizing costs in intermediation, distribution, marketing, and advertising, Saigon Co.op offers many private brand products at prices 15-30% lower than comparable market items, contributing to easing the daily financial burden on consumers. During the campaign, members receive triple points on specific product purchases. Customers making purchases of private brand items totaling VND 300,000 or more at Co.opmart, Co.opmart Pro, and Co.Xtra can buy up to three additional products at special promotional prices. Furthermore, members with a bill of VND 500,000 or more, including at least one private brand product, will receive 150 bonus points, equivalent to VND 30,000, according to the program's regulations. For the Mid-Autumn Festival, Co.opmart and Co.Xtra are also hosting cake-making workshops for customers who meet program conditions with a bill including Co.op Bakery products. These events extend the supermarket space beyond a shopping point to an experiential and connective hub, fostering more bonding moments for families during the festival. In addition to offering products that meet price and usage needs, Saigon Co.op continues to encourage customers to participate in environmentally friendly shopping actions. At Co.opmart and Co.Xtra stores nationwide, self-packing areas are equipped with free cardboard boxes, enabling customers to organize their goods after payment and reduce the need for plastic bags. This simple practice aims to help form more responsible consumption habits. With over 30 years of commitment to Vietnamese consumers, from developing Vietnamese goods and private brands to promoting green shopping choices, Saigon Co.op continues to deliver tangible value through its retail activities. This embodies the spirit of "Vietnamese supermarkets, built by Vietnamese, serving Vietnamese," offering affordable products, convenient shopping experiences, and choices that benefit families and the community in the long term. Source: Nhan Dan