In the digital era, passengers, especially the premium segment, expect fast, convenient, and personalized airport experiences. Anticipating this trend, SASCO has implemented a customer journey digitalization strategy, partnering with SoftWorld to build a comprehensive eCommerce system that optimizes operations and elevates service experiences at the airport. 

The “Pain Points” in SASCO’s Airport Service Digitalization 

Before building a solid foundation for user digitalization, SASCO faced core challenges that prevented customer experiences from being truly outstanding and operations from being optimized. 

Services (lounge, retail, F&B, transportation, etc.) operate independently like separate “islands”, fragmented and manual within each service segment. For example, when passengers purchased services, they mainly did so at the counter and used POS for immediate on-site consumption. Some customers also made manual purchases via email or hotline. 

As a result, data was fragmented and difficult to control holistically, reports were delayed, orders were easily lost, and credit control was weak. This created a disconnect between sales channels and the accounting system. 

The legacy system could not integrate with Microsoft Dynamics 365, leading to: 

• Inconsistent sales data requiring manual data entry. 

• High risk of loss and lack of real-time reporting. 

• Inability to effectively implement loyalty programs or online pre-paid sales. 

These bottlenecks prevented SASCO from fully exploiting its ancillary revenue potential and limited the delivery of superior experiences to loyal passengers who need fast, seamless services within their limited time at the airport. 

These challenges drove SASCO to seek a comprehensive digitalization solution, paving the way for truly effective user digitalization. 

The eCommerce & Loyalty Platform Integrated with Microsoft D365 ERP solutions 

From the identified pain points, SoftWorld partnered with SASCO to build a robust platform, the SASCO eCommerce & Loyalty system deeply integrated with Microsoft Dynamics 365 ERP, to create a truly seamless user digitalization journey. 

The solution not only resolves current operational issues but also establishes a foundation for superior experiences for millions of passengers, especially premium customers at the airport. 

SoftWorld’s “Real-World Operations” Approach 

The biggest difference compared to ready-made packaged solutions (which often require businesses to adapt their processes to fit the system) is that SoftWorld chose an approach based on actual operations: placing the SASCO team at the center. 

SoftWorld’s team organized numerous direct working sessions with management to elicit and clarify strategic expectations: increasing online revenue, standardizing operations, implementing loyalty programs, and enhancing experiences for loyal customers. 

At the same time, technology experts worked closely with on-site operational teams at the airport: observing daily processes, listening to specific difficulties (from POS sales to pre-paid order handling), and documenting the unique operational characteristics of each service segment (lounge, retail, F&B, transportation, etc.). 

Thanks to this “bottom-up” approach, the solution was designed to be flexible and closely aligned with reality. It did not force SASCO to change its core processes but instead optimized and supplemented supporting tools. As a result, the system not only met short-term goals (go-live of VIP card/service features) but is also easily scalable in the future, forming a solid foundation for long-term user digitalization. 

OOD Platform – The Flexible Technology Backbone 

The technological core of the solution is the OOD Platform developed and customized by SoftWorld specifically for SASCO. This object-oriented architecture enables it to encompass diverse business operations without being constrained by rigid models. 

Key features built on the OOD Platform include: 

• Fast booking and pre-payment: Streamlined booking process optimized for mobile devices, suitable for busy passengers at the airport. 

• Credit, card, and voucher management: Supports diverse products (single-use tickets, multi-use cards, flexible credit packages), easily customizable for each service type. 

• Integrated payment gateway: Multi-channel payments and secure pre-paid transactions, allowing customers to book in advance and receive guidance before arriving at the airport. 

• Loyalty & CRM program: Automatic point accumulation, personalized offers based on customer behavior, increasing repeat usage and positioning SASCO as a convenient “super app” for airport services. 

The strength of the OOD Platform lies in its high scalability: each new business process or change only requires developing additional modules without affecting the core system. This technological backbone has helped SASCO transition from a fragmented model to a unified platform, paving the way for superior end-user experiences. 

Learn more about OOD Platform here.

Integration with Microsoft Dynamics 365 Operations 

One of the project’s greatest successes is the seamless integration between the new eCommerce platform and SASCO’s core Microsoft Dynamics 365 ERP accounting system. 

• All order, transaction, customer, and credit data is synchronized in real time from online channels (website/app) and offline (POS) directly into D365. 

• No more manual data entry, fragmented data, or losses. Revenue, inventory, and financial reports are now consistent and accurate. 

• Flexible credit management: Supports sale of convertible credit packages and real-time usage tracking, reducing misuse risks. 

• POS connection with the online system: Ensures offline purchases are updated in the loyalty program and vice versa, creating a consistent experience regardless of channel. 

Value Delivered to the Business and Customers 

The eCommerce & Loyalty solution integrated with Microsoft D365 ERP not only solves previous bottlenecks but also delivers truly superior experiences for passengers, especially premium customers, while creating a breakthrough for SASCO in its user digitalization journey: 

• Optimized journey with Pre-paid feature: Instead of waiting and performing manual transactions amid a tight flight schedule, passengers can now book services online with just a few taps — from VIP lounges, F&B, retail, to transportation. The fast pre-paid process, secure payment, and advance guidance save valuable time, allowing passengers to enjoy premium spaces without being interrupted by airport procedures. This is clear proof of a seamless and effective user digitalization journey. 

• Personalized services through Loyalty and Credit system: Customers can purchase flexible convertible credit packages (applicable across multiple services), automatically earn membership points, and receive personalized offers based on usage history. The Loyalty & CRM system transforms SASCO into a true “Super App” for airport services, where VIP passengers not only shop but also receive personalized care, increasing satisfaction and long-term loyalty. 

With this solid foundation, SASCO has achieved significant progress in management and growth: 

• Data consistency with Microsoft Dynamics 365: Perfect integration across online channels, offline POS, and the ERP system ensures all transactions, customer data, and finances are synchronized in real time. Management now has a comprehensive, accurate overview of revenue, inventory, credit, and performance across service segments, enabling faster decision-making and minimizing loss risks. 

• Standardized operations and increased online revenue: The shift from manual offline models to integrated online channels has significantly expanded SASCO’s ancillary (non-aeronautical) revenue. Inter-departmental workflows are standardized; reports are unified, and operations are more efficient, reducing management costs and enhancing competitiveness. At the same time, SASCO’s brand is elevated as a leader in digital airport services in Vietnam. 

In summary, the core value of the solution lies in perfect connectivity: from a solid technology foundation to superior customer experiences and breakthrough business efficiency for SASCO, embodying the spirit of “Connecting Excellence – Limitless Experiences”. 

This eCommerce & Loyalty system is a testament to SoftWorld’s capability in developing practical technology solutions that truly understand and solve customers’ real business challenges. The partnership between SASCO and SoftWorld is not limited to a single project but opens the foundation for future digital initiatives to further enhance airport service experiences. 

If your business is also looking for digitalization solutions to optimize operations and elevate customer experiences, please connect with SoftWorld to discuss the most suitable implementation direction.