Super Rich banks on management of cash inventory, staff training

 Sittharmanin Susamawathanakun, the company’s managing director – business development, said the sector had witnessed a high level of volatility from external factors last year, and this was likely to continue this year. 
 Therefore, the company has to focus strongly on managing its currency inventory and training staff to handle volatility in the foreign-currency market, she said.
“We have to speed up the trading of foreign currency for both buyers and sellers to ensure that customers get the best exchange rate. 
“Our people have to have high productivity, especially in offering accurate exchange rates despite the market volatility,” she stressed.
 Super Rich Thailand plans to expand its exchange-booth network in Bangkok and increase the number of staff it employs, in order to prepare for rapid foreign-currency movement and cater to higher demand, given the bright prospects for both local and international tourism. 
“We plan to have 20 branches this year, from 14 currently. However, the number of new booths might be adjusted, as we want to select prime locations to serve target customers, which will support the growth of Super Rich,” the managing director said. 
Super Rich is the first local money-exchanger to have initiated a promotion after finding that customer behaviour has changed, she said, adding that most Gen Y customers are now engaged with social media. 
The company has therefore designed a promotion giving a discount to those who want to sign up for Samurai Wifi – the leading Wi-Fi pocket in Japan – with the offer available to customers who buy yen through Super Rich, she said.
Moreover, the company will this year increase the number of partners it has, in order to strengthen its tourist packages to both Thai and foreign customers, Sittharmanin said.
Thai customers account for 60 per cent of its clientele and the bright prospects for outbound tourism, especially to Japan, are again expected to be a key growth driver for Super Rich this year.
Yen business dominated the company’s foreign-currency trading last year, and provided the highest growth in volume terms, the MD said.
Meanwhile, although the company is monitoring the arrival of technology that could impact on traditional money-exchange business, it believes that most customers still want to interact face to face with another person “as it is a business involving money”, she explained.
While Super Rich is drawing |up a business plan for 2017, the|company does not expect revenue growth to exceed last year’s level, she added.