By THE NATION
The campaign will be staged at The Mall, The Emporium, The EmQuartier and Paragon department stores.
“During the first two months of the year, the retail business showed promise, especially compared with the same period in 2015,” said Chamnarn Maytaprechakul, The Mall Group vice president.
“During Chinese New Year, consumers spent more and businesses, especially department stores and shopping malls, offered riveting promotions and activities – a sign of an improving economy. As such, the company expects sales growth of more than 10 per cent during the first quarter.”
Summer is a pivotal retail season after New Year and Chinese New Year holiday period because there are several positive factors contributing to sales. Many business categories, including fashion, electronic appliances and consumer products, compete through marketing. Overall sales of up to Bt3 billion have been recorded in summer.
The Mall Group has budgeted Bt150 million for its marketing tactics, specifically for concentration and consolidation. The company said its summer strategy was centred on offering value at all its department stores while providing distinctive activities to suit each store’s character.
A joint campaign called “Salute Summer” will run from March 10 to April 17 at the department stores. Customers who spend between Bt1,500 and Bt15,000 will receive a discount of up to 50 per cent, while M Card members who redeem 100 to 1,200 points also receive a discount of up to 50 per cent.
The “Viva Voyager” concept that caters to the travelling lifestyle offers M Card members who spend at least Bt2,000 the chance to win business-class plane tickets for two to a destination of their choice. Customers can select from more than 150 routes on Qatar Airways.
There are two prizes, each for two people, worth Bt949,000 in total. The top 51 spenders during the campaign will receive vouchers to stay at leading luxurious hotels worth more than Bt8 million in total.
Other offers include additional discounts, vouchers, cash back and special deals with participating credit cards including Citi M Visa, Siam Commercial Bank, Kasikorn Thai, Krungsri and KTC. These offers cannot be combined with other special promotions.
Chamnarn said each mall had special activity highlights that reflected its character.
The vice president said The Mall was focused on happiness and family, with activities regarding food, fashion, entertainment and health.
During “The Mall Summerbration 2016”, there will be activities such as meeting superheroes and fun times at the Fantasia Lagoon water park.
Chamnarn said the Em District, which consists of The Emporium and The EmQuartier, was focused on creating new experiences for customers, so there were seven imitations of some of the world’s best beaches, including the French Riviera, Ipanema Beach in Brazil, Bondi Beach in Australia, Miami Beach and Phuket.
Customers who spend at least Bt300 can join The EM District Airline Mapping activity at the screen in front of The EmQuartier.
“Finally, Paragon Department Store, the apex of modernity and trendiness, is concentrating on merchandise and travel concept under the ‘Paragon Vivacious Summer’ theme,” Chamnarn said.
“There are summer-scope activities for customers on Fridays through Sundays during the campaign. M Card, Citi M Visa and those who have coupons from M2F, BK, Don’t Journal or Hamburger magazine can join the Jackpot Spin activity for a chance to win gift vouchers worth Bt500, special offers and gift vouchers from popular brands.
“This summer, The Mall Group will stand out with its variety of activities and promotions. Customers can enjoy any of them at all three malls, all of which have distinctive themes and experiences while all offering the same value for money.”