Thursday, July 18, 2019

RS to link digital TVs with retail via Big Data

Mar 18. 2019
Surachai Chetchotisak, CEO of RS Plc
Surachai Chetchotisak, CEO of RS Plc
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By THE NATION

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FOLLOWING on the heels of its announcement of a new high for its multi-platform commerce (MPC), RS has now said it will keep the momentum going by expanding its Big Database through arrangements with digital TV partners.

The aim is to expand its sales channels to cater to the growth and expansion of its products and services.

The first partner is media giant Thairath TV Channel 32. The companies in early March launched a new sales channel, T Shopping, to offer free delivery nationwide and a cash on delivery option. This marks the first time RS has utilised a media channel outside its own group. 

This is the first year for RS to fully enter into commerce and retail business, said Surachai Chetchotisak, CEO of RS Plc. “Following our strategy to grow our business both vertically and horizontally, we have strengthened our Multi-platform commerce (MPC) business by joining forces with strategic partners to achieve maximum results in a shorter time with an aim to increase distribution channels vertically.

“Our products available on Channel 8 will be offered on other digital TV channels, starting with our partnership with Thairath TV Channel 32. We are introducing T Shopping, with free delivery anywhere, cash on delivery, to offer Life Star products and services.”

With its expertise in accurately analysing customer data as well as selecting products and services, and crafting attractive campaigns and marketing promotions, RS has succeeded in reaching its target.

On average, a customer spends Bt2,000 per transaction. It is expected that its MPC business will attract 40-per-cent new customers, thanks to products from skincare brand Magique, haircare brand Revive, food supplement brand SOM, as well as CMAX, Lingzhi mushrooms, ICARE, Time Capsule, and Lek Capp herbal extracts. The channel also offers lucky charms, as well as home appliances and healthy footwear. 

Given Thairath TV’s strength in news and sports content, it holds a solid fan base aged above 35 nationwide, said the CEO.

“This partnership is a step in expanding our big database to reach out to new customers for our MPC business, adding some 300,000 viewers to our reach. Together with Thairath, we have estimated our revenue for 2019 to be around Bt350 million and Bt455 million in 2020.”

RS is also planning to expand vertically by partnering with original equipment manufacturers (OEMs) and original brand manufacturers (OBMs), with results expected in the third quarter of this year, predicted Surachai.

They also have plans to introduce another 15 exclusive products in 2019, to be sold through their LSbiz representatives in order to expand the customer base, he added. 

After adjusting its MPC business model, MPC has become the biggest earner for RS with a fast-growing performance.

RS believes that joining with digital TV partners to expand its sales channels, using the same platform as Channel 8, will result in even bigger success and strengthen its business to reach its goal. Many digital TV channels have expressed their interest in joining with RS, which is banking on this new business model crating a new phenomenon that seamlessly connects digital TV with retail.

 

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