Under the influence of digital technology, consumer shopping behavior is changing in a more modern direction. In this context, Vietnam Animal Industry Corporation (Vissan), a member of Saigon Trading Group (SATRA), has proactively implemented a series of digital transformation strategies to adapt flexibly and affirm its position as a leading prestigious food brand in the domestic market.

Vissan enhances the consumer experience by digitizing shopping behavior. Photo: Vissan

Vissan enhances the consumer experience by digitizing shopping behavior. Photo: Vissan

The company has identified e-commerce as a new lever for retail growth. Vissan currently operates a multi-platform e-commerce ecosystem, including developing the Vissanmart website, livestreaming sales on e-commerce platforms like Sendo Farm and Tiktok, and being present on delivery apps like GrabMart and Shopee Food. According to the company, promoting online channels not only expands their reach to younger customers with modern shopping habits, but also affirms their commitment to modernizing retail operations and keeping pace with new consumer trends.

In the first 6 months of this year, the company's online sales revenue recorded a growth rate of over 50% for both fresh food and processed food. In the three years from 2023 to the present, the company's e-commerce sales have also grown by more than 50% year over year. The company considers this a positive sign, clearly reflecting the shift in consumer behavior from traditional shopping habits to digital experiences.

Vissan supplies fresh food to the SATRA retail system. Photo: SATRA

Vissan supplies fresh food to the SATRA retail system. Photo: SATRA

"Vissan identifies digital transformation not just as a trend, but as a foundation for enhancing service quality and the shopping experience in the modern consumer era," said Le Minh Tuan, general director of Vissan. On online sales platforms, the company integrates diverse and highly secure payment solutions to flexibly meet consumer needs – from e-wallets to bank cards and domestic payment gateways: Momo, VNPay, and others.

At the same time, the company also deploys a multi-channel customer care system, connecting feedback and reviews from consumers through the website and social media. This feedback is monitored and processed quickly to provide information and improve services, thereby strengthening customer trust. This is one of the important steps that helps Vissan become increasingly close, proactive, and understanding of customers in the digital environment.

Besides developing e-commerce and applying digitalization to enhance the user experience, the company also applies technology to supply chain management, as well as personnel development.

The specific nature of the fresh and processed food business makes optimizing the supply chain a strategic task for Vissan. The company has implemented modern management software for warehousing, sales, and delivery. In parallel, the entire process and delivery routes are strictly controlled, maintaining a stable cold temperature system to preserve the freshness and safety of food throughout the transportation process.

As early as 2017, Vissan pioneered the application of the TE-Food traceability platform for VietGAP pork products. Through the QR code attached to the product packaging, consumers can easily check real-time information, from the farm, processing, transportation, to the point of sale. A Vissan representative said that this is how the company realizes its commitment to transparency, safety, and quality.

Vissan pioneered the application of the TE-Food traceability platform for VietGAP pork products. Photo: Vissan

Vissan pioneered the application of the TE-Food traceability platform for VietGAP pork products. Photo: Vissan

To apply technology effectively, the company focuses on improving staff capacity through internal training programs. From warehouse operations, logistics, customer care to management, all personnel are equipped with digital knowledge and standardized modern working skills. At the same time, the company also focuses on attracting young personnel with qualifications and understanding of digital technology.

In the period from 2025 to 2030, Vissan aims to become one of the leading units in the digitalization of the essential food industry, focusing on developing e-commerce infrastructure, automating operations, and building a big data system for management and market forecasting. "With a sustainable development philosophy and a customer-centric approach, we consider digital transformation not only an adaptation but also a driving force for creating new value, taking the company further and affirming the position of a national food brand in the 4.0 era," affirmed Le Minh Tuan.

Hoang Anh