Ho Chi Minh City, 30 July 2026 – Central Retail Vietnam has launched The 1 Vietnam, the Group’s first loyalty programme designed to deliver a more rewarding, convenient and personalised shopping experience for customers.
Following its phased rollout, beginning across the food retail division in late 2025 and extending to non-food businesses in July 2026, The 1 Vietnam has already welcomed more than 5.8 million members, demonstrating strong customer interest in a loyalty programme that offers meaningful value across everyday shopping.
Delivering value across every shopping journey
The 1 Vietnam connects customers with benefits across Central Retail Vietnam’s diverse portfolio of businesses, allowing members to earn and redeem rewards through one account whether shopping for GO! Hypermarket, mini go!, Tops Market, Supersports, Dyson, Crocs, HOKA, Speedo, Under Armour and KUBO
To celebrate the nationwide rollout, Central Retail Vietnam is introducing a series of exclusive member privileges throughout July. Members will receive 10X Reward Points on first purchases at participating sports and lifestyle brands including SuperSports, Under Armour, Columbia, HOKA, Crocs and Speedo. Dyson customers who complete their The 1 Vietnam profile will enjoy 3X Reward Points on their first purchase, while new KUBO members will receive a complimentary 50% admission voucher alongside milestone rewards.
Across GO! Hypermarket, Tops Market and mini go!, members can also enjoy 10% savings on selected Ultra Fresh products during morning shopping hours, member-exclusive pricing on selected FMCG products and category missions offering vouchers worth up to VND100,000.
Building the foundations for personalised retail
The technology platform underpinning The 1 Vietnam is provided by Eagle Eye, which manages the programme’s loyalty engine, including points, promotional campaigns, gamified member missions and reward mechanics.
The partnership marks an important milestone in Central Retail Vietnam’s customer strategy, bringing together retail expertise and advanced loyalty technology to create a single membership programme that spans food retail, fashion, sports, home and family entertainment.
As the programme matures and customer insights develop over time, Central Retail Vietnam and Eagle Eye plan to introduce enhanced personalisation and AI-driven capabilities to deliver increasingly relevant offers and experiences.
Dr. Ton Chirathivat, General Director at Central Retail Vietnam, said: “At Central Retail Vietnam, we believe loyalty should be about creating long-term value for customers rather than simply offering discounts. The 1 Vietnam has been designed to make every shopping journey more rewarding by combining immediate savings with benefits that grow over time.
Working with Eagle Eye has enabled us to build a scalable loyalty platform that supports our long-term vision of delivering more personalised experiences across our retail ecosystem. Most importantly, it allows us to better understand and respond to the evolving needs of our customers while providing consistent experience across multiple brands.”
Beyond everyday value, members also receive exclusive promotions, birthday rewards and, over time, increasingly personalised offers based on their shopping preferences. The approach represents a shift beyond traditional discount-led retail promotions towards building stronger, longer-term customer relationships.
Mr. Aaron Crowe, Head of Revenue at APAC at Eagle Eye, said: “Vietnam is a highly value-conscious market, so together with Central Retail Vietnam we carefully evaluated different loyalty models before launch. The hybrid approach, combining member pricing with reward points, delivered the strongest results by offering customers both immediate value and longer-term rewards. The strong member growth since launch reflects the relevance of that proposition, and we look forward to supporting Central Retail Vietnam as The 1 Vietnam continues to evolve with more personalised customer experiences.”
