Trung Nguyen Legend, one of Vietnam’s leading premium coffee brands, always prioritizes customer experience. To maintain its leading position in the digital era, the brand needed a comprehensive mobile solution: enhancing customer loyalty, expanding online sales, and supporting remote chain management. 

SoftWorld has partnered with Trung Nguyen Legend to build a mobile app ecosystem integrating Loyalty, E-Commerce, payments, and backend management. This is the story of a truly “tailor-made” solution that effectively addresses the business challenges of a major brand. 

Challenges from Trung Nguyen Legend 

As one of Vietnam’s top premium coffee chains, Trung Nguyen Legend always aims to deliver the best experience for customers, especially membership. However, amid rapid digital transformation and changing consumer behavior, the brand faces several real business challenges that need to be addressed holistically: 

• Enhancing Premium customer experience on mobile platforms: Premium customers expect convenience, personalization, and seamless experiences directly on their phones, rather than relying solely on traditional membership cards or in-store interactions. 

• Increasing repeat purchase rate and customer engagement: To maintain loyalty and encourage frequent returns, Trung Nguyen Legend needs an intelligent point accumulation system, personalized offers, and more regular interaction channels. 

• Expanding online sales channels and delivery: Demand for home-delivery coffee orders and online purchases of merchandise & gifts is growing. The brand requires a fully integrated mobile platform to meet online shopping trends and fast delivery needs. 

• Need for remote sales management tools with intuitive reporting: With a large chain scale, management needs real-time tracking of sales, operations, customer data, and promotion effectiveness on mobile devices, rather than relying on manual reports or on-site systems. 

Loyalty & E-Commerce Solution Enhances Customer Experience 

The solution is built on the OOD Platform, the leading management and sales platform for F&B chain businesses, widely deployed by SoftWorld. OOD Platform delivers a closed ecosystem supporting e-Ordering, Loyalty, and multi-channel management, helping major brands like Trung Nguyen Legend optimize operations and personalize customer experiences. 

Comprehensive Ecosystem, Rapid Deployment 

SoftWorld’s solution is a closed ecosystem, built and deployed quickly to suit large chain scales: 

• Mobile app for customers + management system + in-store app: Includes Premium customer app, backend management system, and in-store support app, ensuring data synchronization between customers, staff, and management. 

• Integration with Microsoft Dynamics, ZaloPay/MoMo payments, GrabExpress delivery: Deep integration with Microsoft Dynamics ERP, popular payment gateways (ZaloPay, MoMo), and fast delivery service GrabExpress, creating a smooth workflow from ordering to payment and delivery. 

• Rapid deployment for large chains: The project was executed at high speed, fitting the expansion needs and leadership position of Trung Nguyen Legend. 

Key Features of the App 

The app focuses on convenient experiences, enabling easier customer interaction with the brand through: 

• Membership point accumulation (Loyalty): Intelligent point system allowing easy tracking and redemption, strengthening loyalty. 

• Order coffee for immediate home delivery: Order and delivery feature meeting the needs of busy customers. 

• Purchase merchandise and coffee gifts: Online shopping for merchandise and gifts related to Trung Nguyen Legend coffee. 

• Payments via ZaloPay, MoMo: Supports fast, secure contactless payments through popular e-wallets. 

• Search for Trung Nguyen Legend coffee spaces: Quick store locator tool helping customers easily find and reach their favorite coffee locations. 

Close Collaboration Process with Trung Nguyen Legend 

SoftWorld partnered as a strategic ally with Trung Nguyen Legend throughout the project. We started with consulting a solution aligned with the premium coffee brand’s position, then proceeded to design and develop the Loyalty combined with E-Commerce app. 

Next came deep integration with internal management systems (Microsoft Dynamics), in-store apps, and third-party services such as ZaloPay/MoMo payments and GrabExpress delivery. 

The project was deployed rapidly, tested in real stores for timely adjustments based on feedback. After launch, SoftWorld continued to support operations, maintenance, and optimization based on actual usage data. 

The close, flexible collaboration process, always prioritizing Trung Nguyen Legend’s business benefits, ensures efficient project completion and a truly fitting solution for the brand’s scale and position. 

Higher Repeat Customer Rate After Solution Deployment 

After the Loyalty & E-Commerce app launch, Trung Nguyen Legend saw clear improvements in customer behavior and operational efficiency. SoftWorld’s solution not only provided convenience but also directly contributed to increasing repeat customer rates, reinforcing the premium brand position. 

The app optimized Premium customer experience through personalized features like easy point accumulation, home-delivery ordering, and quick payments, making customers feel specially cared for. As a result, digital brand recognition significantly improved, with more frequent interactions via the mobile app rather than just in-store. 

Repeat purchase rates increased thanks to the intelligent Loyalty mechanism and effective promotion communication directly on the app. Meanwhile, online sales channels expanded successfully with coffee delivery and merchandise/gift purchasing features, helping the brand reach new customers and maintain continuous engagement. 

For management, the diverse and intuitive reporting system enables remote monitoring and control of sales operations on mobile devices, from revenue, customer data to promotion effectiveness, without relying on manual reports or physical presence. 

The project with Trung Nguyen Legend demonstrates SoftWorld’s capability in deploying deeply integrated Loyalty and E-Commerce solutions, helping major brands solve real challenges and elevate customer experience. 

Your business is seeking a partner for in-depth mobile app implementation for customers and chain management? Contact SoftWorld for a suitable solution consultation.