Leading malls line up year-end campaigns

The move aims to cash in on a significant rebound of shopping sentiment among Thais and the greater number of foreign tourists coming to Thailand.
It is also expected that the full implementation of Asean Economic Community next month will result in a greater flow of shoppers into Thailand from neighbouring countries.
Emporium Group chief executive Kriengsak Tantiphipop said major in-bound tourist market like China was fuelling a marked increase in visitor numbers.
 “We have seen an increased number of in-bound shoppers from the Middle East, while tourists from Russia have started to come back to Thailand,” he said.
He added that in August the number of tourist arrivals to Phuket increased 22 per cent compared to the previous month, while the number of tourists through Suwannabhumi Airport surged 15 per cent that month.
“We also have seen a significant rebound in shopping sentiment among Thais and this will create great shopping opportunities from now on,” he said.
Kriengsak said that foreign shoppers usually spent between Bt4,000 and Bt5,000 per head per shopping transaction.
They typically spend between Bt50,000 and Bt150,000 per one trip, he said.
Asian tourists typically prefer to buy fashion and sport brands, as well as food, technology, and lifestyle products, he said.
Kriengsak said that the full implementation of the AEC would benefit the tourism industry in Thailand. He said many tourists would use Thailand as starting point to make trips to other countries in the region due to the Kingdom’s geographical location.
He said that the Emporium and EmQuartier shopping malls on Sukhumvit Road would spend approximately Bt300 million on marketing activities in the last two months of this year. He added that at least two major campaigns would be launched during the festive season to attract both Thai and foreign shoppers.
Siam Paragon and Siam Center on Rama I Road are staging a big year-end campaign, “The Season of Siam Celebration”, to offer unrivalled promotions in a bid to boost spending during the festival. Under the campaign, shoppers get the chance |to win a number of world-class prizes worth over Bt5 million up until January 10.
 Chanisa Kaewruen, executive vice president of marketing and business relations for Siam Piwat Co Ltd – operator of Siam Paragon and Siam Center, said that each year Christmas and New Year marketing campaigns were huge. She said every shopping centre launched smart strategies to attract local and international shoppers.
 Siam Paragon and Siam Center have launching “The Season of Siam Celebration” campaign, offering what has been described as the most desirable year-end promotions.
The highlight of the campaign is a range of world-class customer prizes. By spending at least Bt2,000 shoppers get the chance to win a BMw 320i M Sport and many other prizes such as Siam Gift Card and Club 21 Gift Card.
“We are confident that shoppers will enjoy ‘The Season of Siam Celebration’ campaign, which encourages them to spend during the year-end festival,” she said.
“It is expected to attract over 150,000 shoppers per day to spend at Siam Paragon and Siam Center. As a result, shoppers in the two shopping centres will get agreeable sales.”
The Mall Group will run the “2016 Brilliant Thanks” campaign at its four shopping complexes from December 3 to January 3. The company said the campaign would include promotions to meet customers’ needs and changing market conditions.
The company is targeting total sales this festive season of more than Bt6 billion.
Chamnarn Maytaprechakul, executive vice president of The Mall Group, said: “The year-end holiday season is the most important time of the year for the retail industry, resulting in high competition among shopping malls to gain customer spending.”
He said that the year-end holiday spending on gifts, parties and travels was anticipated to generate between Bt20 billion and Bt25 billion in total sales revenue.
He said despite the economic downturn this year, consumers were expected to spend consistently. Based on consumer behaviour during this time of year, consumers tended to make purchases based on their lifestyle and their value for money.
He said the festive environment was also conducive to spending, so year-end 2015 spending should be no different than year-end 2014 spending. Chamnarn said that The Mall Group had three key marketing strategies.
Product: There is more merchandise variety in all categories. There are gifts to suit all customer lifestyles and various marketing activities to promote a celebratory mood.
Value: Value for money is currently the key consideration for customer spending, so The Mall Group adjusted its “2016 Brilliant Thanks” campaign to meet this need.
Fun: During December, there are many fun activities at all four shopping complexes to create a spending mood.
Chamnarn said that the strategies would focus on customer experience, which aimed to enhance functional and emotional experiences.
There are also marketing |campaigns directed at two-and-a-half-million M Card members who exhibit more loyalty to the company, he said.