Theo chia s\u1ebb c\u1ee7a ch\u1ecb L\u00ea Th\u1ecb H\u01b0\u01a1ng Giang \u2013 Senior Associate, Product Management, trong b\u1ed1i c\u1ea3nh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n, tr\u1ea3i nghi\u1ec7m sau mua \u0111ang tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh kh\u1ea3 n\u0103ng kh\u00e1ch h\u00e0ng quay tr\u1edf l\u1ea1i. Bao b\u00ec, giao h\u00e0ng, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh th\u00e0nh vi\u00ean kh\u00f4ng c\u00f2n l\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng ri\u00eang l\u1ebb, m\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i th\u00e0nh m\u1ed9t h\u00e0nh tr\u00ecnh th\u1ed1ng nh\u1ea5t \u0111\u1ec3 t\u1ea1o n\u00ean gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i cho th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng n\u1ed9i dung \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn t\u1ea1i phi\u00ean “Decoding Premium Consumers in Modern Retail” thu\u1ed9c di\u1ec5n \u0111\u00e0n The Gastronomy Blueprint \u2013 do CjC Marketing Agency t\u1ed5 ch\u1ee9c v\u1edbi s\u1ef1 \u0111\u1ed3ng h\u00e0nh c\u1ee7a Italian Atelier Asia-Pacific, trong khu\u00f4n kh\u1ed5 Vietfood & ProPack Vietnam 2026 do VINEXAD t\u1ed5 ch\u1ee9c.<\/p>\n
Trong m\u00f4i tr\u01b0\u1eddng b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i, tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n k\u1ebft th\u00fac khi \u0111\u01a1n h\u00e0ng \u0111\u01b0\u1ee3c x\u00e1c nh\u1eadn hay s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c giao \u0111\u1ebfn tay ng\u01b0\u1eddi mua. \u0110\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u01b0\u1edbng \u0111\u1ebfn ph\u00e2n kh\u00fac cao c\u1ea5p, h\u00e0nh tr\u00ecnh sau mua \u0111ang tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng quy\u1ebft \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng, kh\u1ea3 n\u0103ng mua l\u1ea1i v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n
\u0110\u00f3 c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng ch\u1ee7 \u0111\u1ec1 \u0111\u01b0\u1ee3c CjC Marketing Agency \u0111\u01b0a v\u00e0o The Gastronomy Blueprint nh\u1eb1m m\u1edf r\u1ed9ng g\u00f3c nh\u00ecn v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi mua cao c\u1ea5p trong b\u1ed1i c\u1ea3nh b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i. Theo ch\u01b0\u01a1ng tr\u00ecnh, khi tr\u1ea3i nghi\u1ec7m mua s\u1eafm ng\u00e0y c\u00e0ng d\u1ecbch chuy\u1ec3n l\u00ean m\u00f4i tr\u01b0\u1eddng s\u1ed1, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 c\u1ea7n \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n ph\u1ea3i thi\u1ebft k\u1ebf to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng sau khi giao d\u1ecbch ho\u00e0n t\u1ea5t.<\/p>\n
Chia s\u1ebb t\u1ea1i di\u1ec5n \u0111\u00e0n, ch\u1ecb L\u00ea Th\u1ecb H\u01b0\u01a1ng Giang cho r\u1eb1ng bao b\u00ec, ch\u1ea5t l\u01b0\u1ee3ng \u0111\u00f3ng g\u00f3i v\u00e0 tr\u1ea3i nghi\u1ec7m giao nh\u1eadn \u0111\u1ec1u t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn c\u00e1ch kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
M\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c giao \u0111\u00fang th\u1eddi gian, \u0111\u01b0\u1ee3c b\u1ea3o qu\u1ea3n nguy\u00ean v\u1eb9n v\u00e0 \u0111\u00f3ng g\u00f3i ch\u1ec9n chu kh\u00f4ng ch\u1ec9 gi\u00fap b\u1ea3o \u0111\u1ea3m ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, m\u00e0 c\u00f2n g\u00f3p ph\u1ea7n c\u1ee7ng c\u1ed1 ni\u1ec1m tin v\u00e0 khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng quay tr\u1edf l\u1ea1i. Tuy nhi\u00ean, trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng k\u1ef3 v\u1ecdng nhi\u1ec1u h\u01a1n v\u00e0o tr\u1ea3i nghi\u1ec7m, giao h\u00e0ng an to\u00e0n m\u1edbi ch\u1ec9 l\u00e0 \u0111i\u1ec1u ki\u1ec7n c\u01a1 b\u1ea3n.<\/p>\n
Theo ch\u1ecb H\u01b0\u01a1ng Giang, bao b\u00ec v\u00e0 qu\u00e1 tr\u00ecnh giao nh\u1eadn c\u1ea7n \u0111\u01b0\u1ee3c xem l\u00e0 ph\u1ea7n m\u1edf r\u1ed9ng c\u1ee7a tr\u1ea3i nghi\u1ec7m mua s\u1eafm. \u0110\u00e2y l\u00e0 \u0111i\u1ec3m ch\u1ea1m \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e1 nh\u00e2n h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00f4ng qua nh\u1eefng chi ti\u1ebft nh\u01b0 l\u1eddi nh\u1eafn ri\u00eang, s\u1ea3n ph\u1ea9m d\u00f9ng th\u1eed, m\u00e3 tham gia s\u1ef1 ki\u1ec7n ho\u1eb7c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u01b0u \u0111\u00e3i \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. Khi nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i h\u1ee3p l\u00fd, vi\u1ec7c nh\u1eadn h\u00e0ng kh\u00f4ng c\u00f2n \u0111\u01a1n thu\u1ea7n l\u00e0 ho\u00e0n t\u1ea5t m\u1ed9t giao d\u1ecbch m\u00e0 tr\u1edf th\u00e0nh m\u1ed9t tr\u1ea3i nghi\u1ec7m gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o d\u1ea5u \u1ea5n s\u00e2u s\u1eafc h\u01a1n v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n
\u1ede g\u00f3c \u0111\u1ed9 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh, ch\u1ecb cho r\u1eb1ng nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn \u0111ang t\u1eadp trung qu\u00e1 nhi\u1ec1u v\u00e0o vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi, trong khi gi\u00e1 tr\u1ecb d\u00e0i h\u1ea1n l\u1ea1i \u0111\u1ebfn t\u1eeb kh\u1ea3 n\u0103ng duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng hi\u1ec7n h\u1eefu, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng cao c\u1ea5p.<\/p>\n
Theo \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n \u0111\u1ed3ng b\u1ed9 d\u1eef li\u1ec7u tr\u00ean to\u00e0n h\u1ec7 th\u1ed1ng \u0111\u1ec3 nh\u1eadn di\u1ec7n ch\u00ednh x\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh th\u00e0nh vi\u00ean ph\u00f9 h\u1ee3p. Nh\u1eefng \u0111\u1eb7c quy\u1ec1n nh\u01b0 quy\u1ec1n ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m gi\u1edbi h\u1ea1n, d\u1ecbch v\u1ee5 giao h\u00e0ng \u01b0u ti\u00ean, qu\u00e0 t\u1eb7ng tri \u00e2n, l\u1eddi m\u1eddi tham gia c\u00e1c s\u1ef1 ki\u1ec7n \u0111\u1ed9c quy\u1ec1n hay c\u00e1c \u01b0u \u0111\u00e3i \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a s\u1ebd t\u1ea1o ra gi\u00e1 tr\u1ecb l\u1edbn h\u01a1n nhi\u1ec1u so v\u1edbi nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1 \u0111\u1ea1i tr\u00e0.<\/p>\n
M\u1ed9t \u0111i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd kh\u00e1c \u0111\u01b0\u1ee3c ch\u1ecb H\u01b0\u01a1ng Giang nh\u1ea5n m\u1ea1nh l\u00e0 vai tr\u00f2 c\u1ee7a d\u1eef li\u1ec7u trong vi\u1ec7c thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. Kh\u00f4ng ch\u1ec9 d\u1ef1a tr\u00ean h\u00e0nh vi mua s\u1eafm hi\u1ec7n t\u1ea1i, doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t c\u1ea3 l\u1ecbch s\u1eed t\u01b0\u01a1ng t\u00e1c v\u00e0 nh\u1eefng tr\u1ea3i nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00f3 \u0111\u1ec3 hi\u1ec3u \u0111i\u1ec1u g\u00ec th\u1ef1c s\u1ef1 t\u1ea1o n\u00ean s\u1ef1 g\u1eafn k\u1ebft l\u00e2u d\u00e0i. Theo nhi\u1ec1u nghi\u00ean c\u1ee9u, ch\u00ednh nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u01b0\u1ee3c l\u1eb7p l\u1ea1i theo th\u1eddi gian m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn c\u00e1ch kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh quay tr\u1edf l\u1ea1i.<\/p>\n
Nh\u1eefng chia s\u1ebb n\u00e0y c\u0169ng ph\u1ea3n \u00e1nh m\u1ed9t xu h\u01b0\u1edbng \u0111ang ng\u00e0y c\u00e0ng r\u00f5 n\u00e9t trong ng\u00e0nh b\u00e1n l\u1ebb hi\u1ec7n \u0111\u1ea1i: l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00f4ng c\u00f2n n\u1eb1m \u1edf t\u1eebng \u0111i\u1ec3m ch\u1ea1m ri\u00eang l\u1ebb, m\u00e0 \u1edf kh\u1ea3 n\u0103ng k\u1ebft n\u1ed1i t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m th\u00e0nh m\u1ed9t h\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m xuy\u00ean su\u1ed1t. T\u1eeb bao b\u00ec, giao nh\u1eadn, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng \u0111\u1ebfn ch\u01b0\u01a1ng tr\u00ecnh th\u00e0nh vi\u00ean, m\u1ed7i giai \u0111o\u1ea1n \u0111\u1ec1u g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean c\u1ea3m nh\u1eadn t\u1ed5ng th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
Th\u00f4ng qua The Gastronomy Blueprint, CjC Marketing Agency mong mu\u1ed1n m\u1edf ra nh\u1eefng cu\u1ed9c \u0111\u1ed1i tho\u1ea1i v\u1ec1 s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng cao c\u1ea5p v\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p th\u00edch \u1ee9ng v\u1edbi b\u1ed1i c\u1ea3nh b\u00e1n l\u1ebb m\u1edbi. B\u1eb1ng vi\u1ec7c k\u1ebft n\u1ed1i c\u00e1c chuy\u00ean gia \u0111\u1ebfn t\u1eeb nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau trong chu\u1ed7i gi\u00e1 tr\u1ecb, ch\u01b0\u01a1ng tr\u00ecnh h\u01b0\u1edbng t\u1edbi vi\u1ec7c mang l\u1ea1i nh\u1eefng g\u00f3c nh\u00ecn th\u1ef1c ti\u1ec5n, gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng to\u00e0n di\u1ec7n v\u00e0 t\u1ea1o d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng trong th\u1ecb tr\u01b0\u1eddng hi\u1ec7n \u0111\u1ea1i.<\/p>\n