Top malls gear up for summer campaigns

Leading malls in Bangkok and Phuket have launched aggressive campaigns in a bid to attract higher shopping traffic during the summer season, especially foreign visitors mainly from Asia.

Expansion of the foreign-tourist element in shopper portfolios would offset the possibility of a lower number of local shoppers due to poorer consumer sentiment and their spending power having been impacted by the increasing cost of living, driven by higher prices of fuel and commodity goods. 

Kuntol Boonkrajang, senior vice president – marketing at Central Pattana (CPN), yesterday said the company had, however, yet to see any sign of a significant impact from high oil prices and increases in goods prices.

“Shoppers generally will be very concerned about higher prices of essential consumer goods. However, fashion and lifestyle products have not seen any significant impact. For these items, price is not the priority concern for individual shoppers,” he said.

He added that the spending power of local shoppers visiting its Central malls had increased by least 10 per cent so far this year.

CPN, which operates 18 shopping malls in Bangkok and other major provinces, yesterday launched an innovative digital marketing platform and announced new campaigns to boost sales during the summer. 

Together costing between Bt70 million and Bt80 million, the “Summer Selected” campaign will be held at CentralWorld, while “Fashionista Hits World Game” will be held at CentralPlaza malls and CentralFestival complexes. 

The new marketing platform and campaigns underscore CPN’s leadership in the retail market and highlight its commitment to offering new and exciting experiences to its customers, the executive said. 

The new digital platform includes the Shop @ Central application, which enables customers to get real-time information about new stores and offerings through smart phones or tablet computers. 

Also, for the first time in the Thai retail industry, customers can enter lucky draws without having to fill out coupons through the CRM “CPN Click” program, which will be offered as part of the upcoming summer campaigns. The new program will correspond with changing consumer behaviour and customer lifestyles, he added. 

“CPN has implemented 360-degree marketing strategies in order to better meet the demands of all its target groups. CPN has seen the changes in consumer lifestyles and behaviour driven largely by technology. Therefore, we are now implementing new innovations to help us reach out to young consumers so that we can better respond to their different needs,” said Kuntol. 

CPN expects the summer campaigns will help increase shopper traffic and spending by 20 per cent during the season. 

Local shoppers now spend between Bt3,500 and Bt5,000 per visit at its shopping centres, while the figure is Bt10,000 per visit for foreign tourists. 

Between 50 per cent and 60 per cent of shoppers visiting its shopping malls are foreign tourists, mainly from mainland China, Hong Kong and Taiwan for CentralWorld shopping complex, and largely from Russia, India and Australia for CentralFestival in Pattaya, he said.

Meanwhile, Jungceylon, a shopping centre on Patong Beach in Phuket, yesterday announced a Bt50-million investment in a facelift of its mall, which occupies 69,000 square metres of retail space. 

Another Bt42 million has been set aside for year-around marketing activities. 

The investment budget is to celebrate Jungceylon’s fifth anniversary and increase shopper traffic, especially during the summer season, by 20 per cent. 

Pravit Janyasithikul, chief executive officer of Phuket Square, which operates the mall, said the company expects to increase the ratio of international fashion and restaurant brands at its shopping centre from 50-60 per cent currently to more than 80 per cent in the next couple of years.

He said the presence of more international retailers would help Jungceylon to upgrade its image as a world-class shopping destination in Phuket and the largest regional mall in the southern part of Thailand. 

About 60 per cent of its foreign shoppers are from Europe, with the bulk of the remainder from Asia, notably Japan, South Korea and China.

Up to 40,000 shoppers a day normal visit Jungceylon during the low season from May to October. 

The number increases to between 45,000 and 50,000 per day during the high season from November to April, he said.