Target Customer

Target Customer 25 – 40 ages Tien Huynh – 32 ages

Gender Both genders, but focus mostly women Women

The under middle income – average 10 -  The under middle income –

20 million VND 10-20 million VND
Income
 Paying for the household
expenses.

Family Business, Small Business Owner,  Yoga Trainer

Occupati
Demograph Teachers, Farmers, or employqees.  Get the stable job with
on
ics growth potential

Marital  Married – with or without kids. Married – but not have kid yet
Status  Single – live with their family.

 Nuclear families, often with children in Live with her parent and pay
Family school or university. for the household expenses.
Structur  May live in multi-generational
e households, especially in more rural or
traditionally inclined areas.

Vinh Chau Center – Surrounding Areas Vinh Chau center – living the
Region crowed area of Vinh Chau.

Buddhism or Christianity Not belong any religion – but

Religion still listening and pursuing
the Buddhism.

Geographic These areas are an agricultural and

Local
s aquaculture-based economy with
Economy
ongoing infrastructure growth.

Despite being close to Soc Trang City Focus on purchasing in the

and Bac Lieu City, Vinh Chau is local and reputable gold
Proximit considered a semi-large town for the stores in Vinh Chau.
y surrounding areas, with local, reputable
stores that promote trust and reduce
the need for travel.
Psychograp  Travel and explore new experiences or  Travel and explore new
hics regions. experience and famous
 Hang out with friends or relatives. cities.
 Pay attention to the fashion and  Enjoy the friends’ party
jewelry as Gold. and events.
 Entertainment on Social Media  Prioritize spending quality
platform as Facebook or TikTok. time with their extended
 Love fashion and care their families.
Interests
appearance.  Hang out with friends and
relatives.
 Occasionally look for
fashion and care their
appearance
 Entertainment on Social
Media platform as
Facebook and TikTok

 Make a small savings for the future.  Make a savings for the
 Using social media as Facebook, Zalo, future
and TikTok at the moderate level to  Seek the gold jewelry on
stay updated on new products or Facebook.
brands.  Often pawn their gold
 Self-Improvement and Investment.  Heathy Balance her life
 Need money or lend to others, often and job
pawn their gold.  Using social media as
Activitie  Attend the events, festival, or holiday Facebook, Zalo, and TikTok
s  Pawn gold when need money instead at the moderate level to
of trading stay updated on new
 Saving account products or brands.
 Self-Improvement and
Investment.
 Regularly attend the
events, festival, or holiday
 Sharing her life in their
social media

Opinions  Gold Jewelry is a safe investment,  Gold Jewelry is a safe

against inflation or economic investment, against
instability. inflation or economic
 Gold gifts are the important instability.
milestones of events  Gold gifts are the
 The symbol of wealth and luckies. important milestones of
 Owning precious golds brings the events
 lucky in life or business.  Have leftover money,
 Have leftover money, invest gold invest gold
 Busy with careers.

 Cautions about authenticity and Cautions about the liquidity

Concern
trust. of gold.
s
 Cautions about the liquidity of gold.

 Online and Offline Shopping Click and Collect Method

Shoppin
 Click and Collect Method to check the
g
gold jewelry.
Approac
h

Purchasi  1 shopping per month  Leftover money will

ng  Leftover money will purchase gold. purchase gold
Frequen  Major events, as Tet, wedding,  Investment
cy anniversaries, or birthday.  Major events.

Purchasi  Spend average 2 million – 10 million  For gold jewelry, spend 1 –

ng VND for a high-quality gold jewelry. 2 million VND
Power  Spend average 500.000 – 1 million as  For gold plain ring,
a purchase nearly 3 phan to
1 tael for investment.

Preferre  Classic 18k gold jewelry as Ring,  Plain ring for investment
Behaviors d Necklace, and Bracelet for  Pawn Gold Service
Products mix&match.  Repair and Clear gold
or  Plain ring “970” for investment service.
Services  Pawn Gold Service with Low Interest
Rate Approximately 1.5%
 Repair and Clear Gold Service.

 Minimalism and Contemporary  Look for minimalism and

designs contemporary designs.
 Thin and lightweight.  Thin and lightweight.
 Labor Charge is affordable or higher a  Labor Charge is cheap or
Benefit
little bit for values. affordable.
Seeker
 Look for the quality certification.  The clear of good policies
 Look for the good customer service. of gold trading.
 The clear and good policies of gold
trading.

Purchasi  Spend average 1 day before  Spend average 1 – 2 days

 purchasing before purchasing gold
 Require Feedback and Review before jewelry products
purchasing  Price Research and require
 Look for the high liquidity. feedback and review
ng
 Look for the current price gold. before making decision.
Habits
 Purchase the reputable gold shop.  Look for the shop that they
 Look for the shop that they have have gotten the satisfied
gotten the satisfied service service previously
previously.

 Loyal customers of a gold shop are  Loyal customers of a gold

often attracted by the high liquidity shop are often attracted by
and favorable trading conditions. the high liquidity and
 Loyal customers of a gold shop if favorable trading
they serve a satisfied customer conditions.
Brand
service and high quality.  Loyal customers of a gold
loyalty
 (WOM) recommend for their friends shop if they serve a
or relatives. satisfied customer service
and high quality.
 (WOM) recommend for
their friends or relatives.

 Daily Outfits.  Daily Outfit

 For formal events, invest more  Gift for her family or
Product
elegant pieces. relatives
Usage
 Gifts for their family or relatives  Investment
 Investment.

 Social media engagement – try to  Social media engagement –

connect with the brand on Facebook try to connect with the
or TikTok. brand on Facebook or
Custome  Campaign/events Engagement – Join TikTok.
r the brand’s campaigns, strategies, or  Campaign/events
Engage event. Engagement – Join the
ment  Leave feedback or join survey brand’s campaigns,
strategies, or event.
 Leave feedback or join
survey
Customer Journey

Awareness:

The first stage of the customer journey involves customers recognizing

their needs and desires. This may arise from personal motivations,
special occasions, or increased awareness of the gold shop.

- Needs and Wants:

o Personal Adornment.
o The leftover money for investment.
o The raw gold price is stable or decrease.
o Gift for friends or relatives.
o The special events or holidays.

After recognizing their needs and desires, the customers will start
searching for the gold shops surrounding or may choose to remain
loyal to their previous preferred shop.

Typically, the customers catch the physical store or the digital ads on
social media, then recognizing their desires of gold products.

- Brand Awareness:
o Eye-Catching Physical Stores Visibility.

The physical gold shop is located in the center of Vĩnh Châu market,
with two facades at the corner, making it easy to attract passing
customers. The store features unique, sophisticated, and minimalist
decor and product displays, while retaining elements of the gold
industry to catch the attention of customers. In addition, by
combining with social media platforms such as Facebook and TikTok,
the physical store can be shared on these platforms, attracting
more customers to know about the shop.
 o Social Media Presence and Digital Advertisement.

Establish a presence on Facebook and TikTok, showcasing the shop’s

unique features, promotions, and products. Use targeted ads or
engaging content (such as videos about the gold products, services,
or the story behind the shop) to reach potential customers.

o Word Of Mount

Leveraging the family’s established reputation, the gold shop can

effectively generate word-of-mouth (WOM) buzz through an
extensive network of relatives and local connections. For the grand
opening, a strategic campaign will be launched to maximize this
momentum, incorporating exclusive promotions and personalized
invitations to key community members, further enhancing visibility
and setting the stage for a successful debut. Additionally,
collaborating with the local KOLs, the gold shop can cooperate
with them to spread in their community, then raise the brand
awareness.

During Business operations, customers may recommend the shop to

their friends or relatives when they experience eye-catching, high-
quality gold products, along with excellent customer service, clear
return policies, and reliable after-sales support.

o Offline Event Promotion

Organizing in-store events or promotion campaigns will raise the

brand awareness for passengers and members. Furthermore,
designing and sharing marketing papers as standees, flyers, or
banners to create the positive impression.

Consideration:
After gaining awareness of the brand, customers will consider brand
evaluation factors to compare the gold shop with others. In the gold and
silver jewelry market, customers often remain loyal to a particular gold
shop to enjoy discounts or benefit from the liquidity of their gold
purchases.

- Online Evaluation Factors

o Professional and Aesthetic Visual on social media

To attach the online customers, professionally posting the high-

quality and catchy images of the gold products on social medias will
create a positive brand image in the customers’ perception.

o Transparent/Clear Page Information and Engagement.

Creating the trust and confidence to the customers will enhance the
purchasing decisions via sharing transparent benefits and providing
clear information of these yellow metal.

Post regularly on social media to encourge the online users

positively interaction through comments, polls, or live stream.

o Online Feedback and Reviews from previous consumers

Showcasing images of customers wearing their gold jewelry on

social media will not only foster trust and credibility but also
strengthen the emotional connection between the gold shop and its
audience.

Moreover, encouraging customers to generate user-driven content

(UGC) by sharing their jewelry styling on social media can further
amplify brand visibility and reinforce brand authenticity through
organic exposure across their social networks.
 o Direct Inquiries:

Customers may contact the shop directly via phone, Facebook

Messenger, or Zalo to ask about prices, avaiable products, or
service. Make sure to respend promptly to inquiries.

- Offline Evaluation Factors

o Eye-Catching Visual Merchandising

Creating the positive impression to the passengers by the gold shop

decoration can indeed attract them and make them more likely to
visit the shop.

o Trusted Staff Presence:

Have experienced and knowledgeable staff available who can build

rapport and answer questions about investment in gold or the
significance of certain jewelry types.

Visit/Engagement Stage

o In-Store Experience:

Once customers visit the store, provide a welcoming atmosphere

with a clean, organized, and minimalist layout. The sophisticated
decor should make browsing easy, with products clearly displayed.
Create a pleasant sensory experience (e.g., lighting, background
music) to encourage customers to spend more time in the shop.

Providing a positive and sophisticated customer experience

through personalized appointments, a VIP room, and
complimentary desserts and drinks.

o Friendly Staff and Professional Communication

 Greet customers warmly upon entry, and offer tailored assistance
based on their needs. Staff should be knowledgeable about gold
products, jewelry types, and available services like pawning or
cleaning.

Establish emotional communication between customers and

staff to create a friendly atmosphere and encourage customers
to make a purchase.

o Interactive Social Media Engagement:

While some customers are in the store, others may engage with
your online presence. Host live social media events like behind-the-
scenes tours, jewelry care tips, or Q&A sessions about gold to keep
online followers engaged.

Purchase Stage

o In-Store Purchases:

When customers decide to make a purchase, ensure the checkout

process is smooth and efficient. Provide clear information about
prices, payment options, and any after-sales services. Make sure to
offer both paper and digital receipts, as well as gold certification.

o Online Purchases:

Some familiar customers may prefer to make purchases via

Facebook or Zalo. Facilitate these transactions by providing
payment and shipping/delivery details. Offer an easy return policy
for added reassurance.

o Custom Orders and Consultations:

 Encourage custom jewelry orders with in-depth consultations about
the customer's specific preferences, such as creating bespoke items
for anniversaries or family heirlooms.

o Service Transactions:

The shop offers various services like adjusting jewelry length,

pawning, gold coating (sizing), and cleaning. For customers opting
for these services, make the process clear and provide estimated
completion times.

Post-Purchase Stage

o Follow-Up Communication:

Stay in touch with customers after their purchase through thank-

you messages or feedback requests via social media, text, or email.
Providing Product Manual and Maintenance Guide for the
customers. Consider offering a small discount on their next
purchase as a token of appreciation.

o Survey Participants and Feedback Collection

Encourage the customers to join the surveys relevant to designs,

customer service, or shopping experience, then provide the
feedback to support the gold shop development.

o Social media following and Zalo Subscriptions:

Encourage the customers to follow the gold shop Facebook and join
Zalo Subscription for receive the latest news of discounts,
campaigns, or new collections.

o Customer support responsiveness

 When your customers have any questions or concerns after their
purchase, responsive and helpful customer support is key. Being
there to assist them promptly can turn a negative experience into a
positive one.

o Ease of product return/exchange

A hassle-free product return policy leaves a lasting impression.

When customers experience complications in the returns process, it
can be quite frustrating.

Making it easy for your customers to return the products shows that
you prioritize their satisfaction, making them more likely to come
back. Having a transparent and straightforward refund policy
displayed clearly on your website is also very important.

Retention Stage

o After-Sales Services:

Provide a complimentary first jewelry cleaning or resizing within a

certain period after purchase. Offer in-store maintenance services
to encourage regular visits. For VIP customers making significant
purchases, offer additional perks such as complimentary engraving
or a free jewelry cleaning service.

o Loyalty Incentives and Programs:

Implement a loyalty program where repeat customers can earn

points for every purchase or service transaction, which they can
redeem for discounts or special gifts.

o Holidays and Event-based promotions:

 To celebrate Vietnamese traditional holidays (such as Tet and the
Moon Festival), special events, or customers’ birthdays, identify and
engage loyal customers who have previously made purchases,
whether large or small. Offer them thoughtfully curated gifts that
reflect the brand’s aesthetic and enhance their shopping
experience.

o Exclusive Access or Invitations:

Provide loyal customers with exclusive invitations to special events,

product launches, or private sales.

Advocacy Stage:

o User Generated Content via Social Media shares and tags

After purchasing, encourage customers to leverage their personal

social media accounts by creating user-generated content (UGC)
and sharing it along with positive feedback and their shopping
experience. Then, repost the customer photos or videos on the
shop’s social media pages (with their permission). This recognition
can encourage others to share their own experiences.

o Group Discounts

Offer group discounts for customers who come in with friends,

creating an opportunity for them to advocate for the shop within
their social circles.

o Encourage Positive Reviews:

Ask satisfied customers to leave reviews on platforms like Facebook

or Google. Offer a small reward or entry into a giveaway for those
who submit a review.
Record short customer testimonials in-store (with their consent) to
share on the shop’s social media channels, adding authenticity to
the shop’s online presence.

o Branded Accessories and Packaging:

Use elegant, branded packaging that customers will want to keep

and reuse. When customers carry these bags, they act as walking
advertisements for the shop.

o Sponsor Local Activities:

Participate in or sponsor local events where mature customers are

active, such as cultural festivals or charity fundraisers. This not only
increases brand visibility but also encourages existing customers to
advocate for the shop within their community.