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The Mall Group aims to make retail history with Bt150m ‘Get Lucky Mid-Year Sale’ campaign

May 28. 2019
Voralak Tulaphorn, chief marketing officer of The Mall Group
Voralak Tulaphorn, chief marketing officer of The Mall Group
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By The Nation

The Mall Group, which has joined forces with business partners and the nation’s leading financial institutions, is investing over Bt150 million to launch the “The Mall Group Get Lucky Mid-Year Sale 2019” campaign.

The campaign will be held from May 30 to July 17 at The Mall Shopping Centre and Department Store, The Emporium, EmQuartier, and Paragon Department Store.

The grand mid-year promotion offers up to 80-per-cent discounts from all the leading brands in the group’s shopping centres, which feature more than 10,000 brands in total. 

The campaign introduces the group’s “Retailtainment” strategy, which is the first time that a department store has ever brought gamification to fulfill an innovative shopping experience in a fun and exciting way throughout the whole campaign. 

The campaign is estimated to bring in over Bt8 billion, representing growth of 10 per cent from last year, which will increase traffic in the group’s shopping centres and department stores by up to 20 per cent during regular hours, the company said.

Voralak Tulaphorn, chief marketing officer of The Mall Group, said: “In response to the policy, set out by the Finance Ministry, to boost the nation’s economy during the mid-year period that aims to increase spending transactions and facilitate cash flow into Thailand’s economy, the government has arranged for tax deductions when consumers purchase educational and sports merchandise. 

“Shoppers who purchase these items can receive individual income-tax deductions up to Bt15,000, which is a measure that will help boost sales and greatly increase the purchasing power of consumers in the retail market.”

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