Ho Chi Minh, Vietnam – Eagle Eye and Central Retail Vietnam have launched The 1 Vietnam, a loyalty program that has surpassed 5.8 million members since its rollout, as the retailer expands the initiative across its food and non-food businesses.
Eagle Eye, a SaaS and AI technology company focused on loyalty, personalised promotions and omnichannel marketing, said the program was launched in partnership with Central Retail Vietnam, part of Thailand- and Vietnam-focused retail and wholesale platform Central Retail Corporation.
The 1 Vietnam is Central Retail Vietnam’s first full-scale loyalty program in the Vietnamese market. The companies began their strategic partnership in 2023, initially covering Thailand and Vietnam, and rolled out the program across Central Retail’s food business in November 2025 before extending it to the non-food business in July 2026.
The program allows customers to use a single membership account to access member-exclusive pricing, earn points from everyday grocery purchases and receive rewards across participating lifestyle, sports and specialty retail brands. Other benefits include exclusive promotions and birthday rewards, with more personalised offers planned as the program develops.
The 1 Vietnam currently covers brands including GO! Hypermarket, go!, Tops Market, Supersports, Dyson, Crocs, HOKA, Speedo, Under Armour and KUBO.
Recent activities under the program have included bonus 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 program uses a hybrid loyalty model combining member pricing with points-based rewards. This gives members immediate savings on selected products while allowing them to accumulate points for future redemption.
Central Retail Vietnam said member pricing currently applies to selected products for all members, while more personalised pricing and offers are planned as the program matures.
Eagle Eye provides the technology platform supporting The 1 Vietnam’s loyalty mechanics, including points, promotions, continuity offers and gamified campaigns. The companies are also exploring additional AI-powered personalisation capabilities once the program has accumulated a full year of transaction data.
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 generalised promotions to deeply personalised 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 the early sign-up rate was linked to the program’s hybrid approach, which combines immediate savings with longer-term rewards.
“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 personalisation as the data matures.”
