The HCM City Department of Industry and Trade is set to organise a shopping promotion programme from November 15 until the end of this year to “promote year-end consumption and shopping.”

For ‘Focus promotion,’ it will co-ordinate with its counterparts in other provinces and cities for goods supply, mobilising participation and enabling the transport of goods and services that will participate in the programme, according to the city People's Committee.

To ensure safety against COVID-19, the People's Committee has instructed the department to coordinate with the Department of Health to issue regulations for participants.

Surveys found that consumers were more open to new products and services during the year-end season, but 40 per cent wanted authentic products and services with transparent information.

They suggested that brands should personalise their approach to the customers on a large scale and deliver relevant messages to different target groups to enhance customer interest and conversion during the year-end and Lunar New Year shopping seasons.

Experts said users had pushed back their purchase decisions due to COVID-19, and discounts and promotions would continue to play a significant role.

The year-end and Tet shopping seasons would be opportunities for businesses to expand their clientele and reach new customers, but needed effective omni-channel marketing strategies and should take advantage of the power of social media to increase customer interest and conversion during the upcoming holiday season, they added. – VNS