A brand representative stated that the company's new strategy merges competitive pricing with a "multi-experience" approach to broaden consumer reach. "This transformation is gradually turning GO! centers into spaces where customers can stay longer and return more frequently," the representative added.

GO! hypermarket space featuring the "Unbeatable Prices" program. *Photo: GO! Hypermarket*

To realize this strategy, GO! regularly implements experiential activities and customer promotions. This initiative kicks off with the "Unbeatable Prices – Find a Lower Price, Get the Difference Back" program, running nationwide from 26/3 to 30/6.

Under this program, if customers find an identical product – same type, brand, and packaging – at a lower price within a 3km radius, the system will refund the price difference. The program applies to packaged fast-moving consumer goods and cosmetics.

Beyond pricing, GO! also enhances customer experiences to foster loyalty through its "GO! for Every Taste" campaign, repositioning itself as a multi-utility destination.

Here, each customer group can discover tailored activities. Families can combine shopping with entertainment, young people can find vibrancy and trending updates, while busy customers prioritize speed and convenience.

Additionally, the company implements a localized identity approach. Instead of a generic formula, the system tailors its imagery and messaging to the cultural characteristics of each region.

GO! uses outdoor signage with language and messages familiar to local residents. *Photo: GO! Hypermarket*

From word choice and dialect to visual imagery, each shopping center carries a distinct local imprint, fostering a sense of familiarity with local customers while maintaining brand consistency.

The "Show Me Your Gu" dance competition attracted many young participants. *Photo: GO! Hypermarket*

GO! shopping centers also organize numerous community activities. Among these, the "Show Me Your Gu" dance competition attracted a large number of young participants and followers across many provinces and cities.

In Ben Tre, this space has been expanded into a free training area for the dance community, contributing to the formation of activity groups and long-term connections.

Concurrently, regular activities such as parade festivals and weekend workshops continue to provide reasons for customers to return, transforming the shopping centers into familiar meeting places.

During the upcoming major holidays, a series of experiential activities and promotional programs are expected to further maintain this appeal across the entire system.

Currently, GO! operates 44 shopping centers nationwide. Notably, GO! Thang Long and GO! Dong Nai centers were recently upgraded and officially rebranded from the former Big C stores, offering customers comprehensive shopping, dining, and entertainment experiences.

(Source: GO! Shopping Center)