Abstract

Purpose: The retail sector, a vital component of Ho Chi Minh City’s service industry, plays a crucial role in driving local economic growth. However, the city's retail development continues to face limitations in adapting to modern retail trends and the demands of globalization. This study aims to improve retail productivity by leveraging technology and adopting a customer-centric omnichannel approach to enhance consumer experience. Research design, data and methodology: This study employs a qualitative research method using document analysis to synthesize successful lessons from the global retail industry and derive insights for the development of the retail sector in Ho Chi Minh City. Results: The study finds that using advance technologies along with creating smooth shopping experiences across different channels, can greatly boost customer satisfaction and improve how businesses operate. These enhancements fulfill evolving consumer expectations and strengthen the competitiveness of Ho Chi Minh City's retail sector in the international arena. Conclusions: The study recommends that local policymakers and business leaders prioritize investments in innovative retail technologies and adopt customer-focused models to drive sustainable growth. Additionally, further research should explore the practical implementation and impact of specific digital tools within the city’s retail businesses to guide effective policy and strategic planning.