Eagle Eye, a leading SaaS and AI technology company that delivers loyalty, personalized promotions and omnichannel marketing solutions for retail, travel and hospitality brands, today announced a loyalty program partnership with Central Retail Vietnam, powering the launch of the retailer’s new loyalty program, The 1 Vietnam.
Central Retail Vietnam is part of Central Retail Corporation, a leading retail and wholesale platform in Thailand and Vietnam. The 1 Vietnam is the company’s first full-scale loyalty program in the Vietnamese market, following earlier trials in a small number of locations. Building on a strategic partnership initiated in 2023 for both the Thailand and Vietnam markets, the two companies collaborated closely to roll out The 1 Vietnam across Central Retail’s food business in November 2025 before expanding to the non-food business in July 2026.
Since launch, The 1 Vietnam has welcomed more than 5.8 million members, reflecting strong demand among Vietnamese consumers for loyalty programs that deliver both immediate value and long-term rewards.
Through a single membership account, customers can access member-exclusive pricing, earn points on everyday grocery shopping, and enjoy rewards across participating lifestyle, sports, and specialty retail brands. Members also receive exclusive promotions, birthday rewards and, as the program evolves, increasingly personalized offers designed to create greater value with every shopping experience.
Today, The 1 Vietnam spans a growing retail ecosystem including GO! Hypermarket, go!, Tops Market, Supersports, Dyson, Crocs, HOKA, Speedo, Under Armour and KUBO.
As the program continues to expand, members are already enjoying a growing range of launch activities and exclusive experiences across participating brands. Recent highlights include bonus reward points for first purchases at lifestyle and sports brands, family-focused rewards and experiences at KUBO, as well as member-exclusive pricing and category reward missions at GO! and Tops Market.
The 1 Vietnam uses a hybrid loyalty model that combines member pricing with points-based rewards, giving members both instant savings at checkout and points to redeem over time. The approach represents a shift beyond traditional discount-led retail promotions towards building longer-term customer loyalty. Currently, member pricing offers lower prices on selected products for all members, with increasingly personalized pricing and offers planned as the program matures.
Eagle Eye provides the technology platform underpinning The 1 Vietnam, supporting the program’s loyalty mechanics including points, promotions, continuity offers and gamified campaigns. As the program continues to evolve, Central Retail Vietnam and Eagle Eye are exploring additional AI-powered personalization capabilities once the program has accumulated a full year of transaction data, enabling richer insights into customers’ shopping behaviors across seasonal purchasing cycles.
Ton Chirathivat, General Director at Central Retail Vietnam, said: “Our vision for The 1 Vietnam has always been to place the customer at the absolute center of our retail ecosystem. The incredible early adoption we’ve seen is a strong testament to the trust Vietnamese shoppers place in our brands. With Eagle Eye’s technology powering this foundation, we are well-positioned to shift from generalized promotions to deeply personalized experiences, ensuring the rewards we offer are genuinely relevant to how our customers actually shop.”
Aaron Crowe, Head of Revenue, APAC at Eagle Eye, said he was thrilled to see the program go live across the Central Retail Vietnam business, and linked the program’s early sign-up rate to its hybrid design and to building for both immediate and longer-term value.
“Vietnam is a high value-conscious market, so we tested points, member pricing and a hybrid of the two before launch, and the hybrid performed best. The member numbers since the food stores went live reflect that,” he said.
“The program is now being extended across the non-food businesses, and we are working with Central Retail Vietnam on personalization as the data matures.”
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