FPTShop, a retailer in the electronic industry, is a trademark of FPT Digital Retail

Joint Stock Company (referred to as FPT Retail), an affiliated company of FPT

Corporation Vietnam (FPT, n.d.). Its corporate partners come from various fields such as
education, insurance, and banking. This assignment answers questions related to the
operation of FPTShop's omnichannel model, along with the company's limitations
compared to its market leader competitor (TGDD) to provide suitable recommendations.

1. Channels and touchpoints

The COVID-19 pandemic has pressured B2B sales to go digital, hence, B2B
clients recently communicate with suppliers over ten or more channels (Harrison et al.,
2021). Regarding, FPTShop is currently applying the omnichannel model, which
integrated touchpoints to ensure a seamless customer experience among channels
(Larke et al., 2018). Appendix 1 is the illustration of FPTShop’s customer journey,
including the channel and touchpoints utilized by the companies for serving their
business customers.

2. Main purpose
Although having risen to 2nd place (after TGDD) in the top 10 electronic retail
companies (Vietnam Report, 2022), FPT's online channels are not fully developed.
Hence, online sales are still significantly low (less than 30%) (Appendix 2&3). The
utilization of omnichannel by FPTShop aims at addressing such issue.
Particularly, omnichannel helps in expanding the network for FPTShop. Besides
its website, FPTShop also has e-commerce and social media platforms. Despite having
differences in content-delivering formats, in general, providing information about
FPTShop's products and services is the main focus (consistency in message
communication across channels) (Appendix 4). Moreover, omnichannel also opens up
more forms of connection between FPTShop and potential business customers
(besides those with existing relationships), which leads to the possibility of increasing
brand’s leads by encouraging the connection online. As a result, the system is able to
record customer data in the company’s CRM, so the B2B sales team can later contact
them and offer deals. Besides, monitoring their footprint to unify the experience is

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another purpose of pursuing omnichannel, as at various touchpoints of the purchasing
process, B2B clients employ various sales channels such as in-person meetings,
videoconferences, and online chat/marketplaces. (Harrison et al., 2021).
Also, the COVID-19 pandemic has further enhanced the omnichannel model
(Vietnam Report, 2021). Accordingly, it has the capacity to add value from an
organizational standpoint (Almquist et al., 2018). The omnichannel helps increase
productivity for FPTShop by saving time and effort. Business customers often need a
large number of products and prioritize their work on schedule. However, it is difficult to
make sure employees are always available. Therefore, FPTShop has applied AI
technology (chatbot) to provide basic information in advance, and depending on the
specific need of customers, the system will take them to the corresponding consultant.
For instance, if customers have technical concerns, they will be directed to technical
staff.
3. Main resources
To carry out the above purposes, the human factor is arguably the most
important resource for businesses pursuing omnichannel model, including FPTShop. By
encouraging internal and external collaboration, businesses will increase their capacity
for omnichannel retailing. The integration of physical and digital services will be made
possible by collaborating across various business touchpoints (2022). Refers to the
customer journey, each of the stages presented a support staff. For example, when a
corporate customer has an invoice, they will contact FPT through one of their channels.
Sales staff will then approach them for consultation, help complete the order procedure,
make invoices and finally contact the company internally to process that order.
The next important resource is technology, the application of chatbots (AI
technology) in communicating with customers helps optimize business processes since
It enables companies to provide seamless, rapid customer assistance 24/7 across all
channels (Bunnell, 2022). Other resources include tangible products (e.g electronic
devices) and intangible ones (e.g social media and e-commerce platforms, websites,
and email). Besides, FPTShop's services and policies (e.g warranty, exchange, and
promotions) are also resources for omnichannel operation.

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 4. Compare and contrast

Parameters FPTShop Thegioididong (TGDD)

Technology Both apply AI technology (chatbot) to their online channel. However, only the website channel is
applied, not yet for social media and e-commerce. However, TGDD's website is considered to be
among the top most visited e-commerce websites (for electronics category) (Bao Thanh Nien,
2021)

Products and - Electronic products are diverse, but mainly
Service phones and laptops are strengths
- Good customer service but still receive
complains about the staff's attitude sometimes
(REF)
- Expanding the online sales market by listing
store/product on e-commerce (Shopee and
Lazada) but not clear on strategy and
classification plan, so it has not been scaled up
yet (very few products presented).
- Wide range of products, including electronics
products for healthcare
- Have mobile app with various product
categories, including electronic devices
- Customer care service is highly appreciated
and considered professional
- Have genuine stores on different
e-commerce platforms: ShopeeMall (Shopee)
and LazMall (Lazada) with a wide range of
products and be responsive

Business - In addition to electronics, FPT operates in the
categories fields of telecommunications (FPT Telecom),
entertainment (FPT Play), and pharmacies (Long
Chau).
- Besides electronic devices and accessories,
TGDD also operates in other fields such as
electronics (Dienmayxanh), sports (AVA
Sport), pharmacies (An Khang), and FMCG
retailing (Bach Hoa Xanh).
⇒ Diverse fields help TGDD cooperate with
business partners from many different
industries

Policies and - Cooperate with payment service businesses to - Have various attractive incentive programs,
Promotion bring incentives when paying non-cash especially on major holidays, which are highly
sought after by customers

5. Conclusion
Although the report of business results in 2021 revealed the online revenue of
TGDD increased by 53% (Appendix 5), they have closed 2 major e-commerce platforms
(TIKI and Lazada), and the Shopee account is also temporarily closed. Therefore,
FPTShop with the advantage of distribution coming from the great investment of the
parent company FPT Retail (Nguyễn, 2021), should take advantage of this opportunity
to deploy operations on e-commerce and social platforms. Since relationships are key in
the B2B sales process, [...] and social webs help simplifies it to develop relationships

3
across the sales and marketing cycle, which helps to increase lead quality and shorten
the cycle (Bodnar & Cohen, 2011).
Moreover, developing a mobile app is also worth considering since it can
increase engagement. Compared to offline channels, although FPT's online channels
are diverse, they are not really well developed. In addition, the upward trend of online
transactions is still remained, hence, FPTShop should leverage its advantages to further
the operation.

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 References
(2022), "Omnichannel retailing and business implications: The importance of cohesive

online-offline interactions", Strategic Direction, Vol. 38 No. 10, pp. 7-9.

https://doi.org/10.1108/SD-09-2022-0099

(n.d.). Trang chủ - Công ty CP Bán Lẻ Kỹ Thuật Số FPT. Retrieved February 19, 2023,

from https://frt.vn/

Almquist, E., Cleghorn, J., & Sherer, L. (2018, December 5). What B2B Buyers Really

Care About. Harvard Business Review. Retrieved February 18, 2023, from

https://hbr.org/2018/03/the-b2b-elements-of-value

An, M. (2022, May 13). Thế giới Di động và FPT Retail: Mèo nào cắn mỉu nào? Brands

Vietnam. Retrieved February 18, 2023, from

https://www.brandsvietnam.com/22693-The-gioi-Di-dong-va-FPT-Retail-Meo-nao

-can-miu-nao

Bodnar, K., & Cohen, J. L. (2011). The B2B Social Media Book: Become a Marketing

Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook,

Email, and More. Wiley.

Bunnell, J. (2022, April 6). 8 Ways AI Is Transforming B2B Marketing. CIENCE.

Retrieved February 18, 2023, from

https://www.cience.com/blog/artificial-intelligence-in-b2b-marketing

Công bố Top 10 Công ty Bán lẻ uy tín năm 2022. (2022, September 30). Vietnam

Report. Retrieved February 18, 2023, from

https://vietnamreport.net.vn/Cong-bo-Top-10-Cong-ty-Ban-le-uy-tin-nam-2022-10

371-1006.html

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Harrison, L., Plotkin, C. L., Reis, S., & Stanley, J. (2021, December 15). B2B sales:

Omnichannel everywhere, every time. McKinsey. Retrieved February 19, 2023,

from

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b

2b-sales-omnichannel-everywhere-every-time

Harvard business review (Online). (1922). Graduate School of Business Administration,

Harvard University.

Larke, R., Kilgour, M., & O’Connor, H. (2018). Build touchpoints and they will come:

transitioning to omnichannel retailing. International Journal of Physical

Distribution & Logistics Management, 48(4), 465–483.

https://doi.org/10.1108/ijpdlm-09-2016-0276

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Thanh Niên. Retrieved February 18, 2023, from

https://thanhnien.vn/the-gioi-di-dong-len-san-thuong-mai-dien-tu-ly-do-la-gi-1851

116332.htm

Nguyễn, C. (2021, October 30). FPT Shop và Thế giới di động: Những cuộc đua bất

tận... | Doanh nghiệp. Diễn đàn Doanh nghiệp. Retrieved February 18, 2023,

from

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.html

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http://ebookcentral.proquest.com/lib/uwsau/detail.action?docID=5046702

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 Appendices

Appendix 1: FPTShop’s Customer Journey Map

Stages Experience the Exploring Require- Supplier Purchase Immediat-e Ongoing Renew/
problem the solution ment search and post-purch usage Dissolve
building evaluation ase

Activities Corporate Search for Customers Consider and Check Order Contact the Saving
customers need product will ask for learn to information, tracking and brand if contacts for
to equip information quotation/ among choose confirmation there is a next orders
electronic (detailed specifications retailers/bran quantity and problem
products: technological for ds to make model to Staff to with the Giving
restock/new and comparison the right order install/install product, or feedback/revi
installation. functional and optimal choice and guide need more -ews on
information) selection Proceed to the use of information social
Corporate order products media/e-mail
customers rely Looking for FPT Product
on the sellers who employees warranty
company's can meet introduce the when
inventory / sales their buying desired necessary
demand / sales needs products to
season to plan the buyers
orders

Customers hear
from friends,
see
articles/social
posts wishing to
buy electronic
products

Online social media, Website, Sale reps via Website, Website, Website, Website,
Channels online articles, social media, Email, online e-commerce e-commerce e-commerce
advertisement e-commerce telephone, articles, , email , email, , email,
email, social social
e-commerce media, media,
telephone telephone

Offline Magazine/ Magazine/ Direct sale: Direct sales Physical - Physical Physical
Channels catalouge, catalouge, Face-to- store store store
outdoor outdoor face meeting
advertisement advertisemen
t

Physical
stores

PHASE Pre-purchase During Purchase Post-purchase

Touchpoints Read the news Visit FPT’s Consulting Refer to FPT Send orders Waiting for Contact a Contact a
or promotional official between on website, via email to the goods to consultant consultant
articles about website, buyers and articles FPT be delivered
FPT’s products social brands via FPT Join the FPT
media/e-com email/telepho Contact via Making Contact staff employees community
Advertisement merce -ne company order and by come to program/soci
from FPT on TV, accounts email payment phone/email check the al groups
outdoor banner Appointment through the /ecom/social device or

8
 Read the for direct Get website/eco media when the
WOM from articles/social offline consultati-on m needed customer
relatives, posts for consultng from sales goes to the
referrals, friends reviews, staff via In-store physical
basic product social order and store to
information media/we-bsi payment repair the
needed te device

Search for Appointment

product for direct
information offline
on Internet consultng

Come to the
store to view
the actual
product

Appendix 2:

Appendix 3:

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Appendix 4:

Appendix 5:

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11