Wacoal initiates 'interactive shopping' concept

Located on the third floor of the new Siam Square One shopping complex, it is the first lingerie outlet offering customers an interactive system.

Thamarat Chokwatana, executive vice president, said yesterday that the company had set an Bt80-million budget to develop 40 shops in the first phase. They will be completed in the final quarter of next year.

“With the rapid growth of digital consumption and daily proliferation of social media, omni-channel [marketing] is important. Consumers can engage with our brand in a physical store or brick and mortar, online store or click and mortar, call centre, mobile app, through a catalogue, or through TV shopping,” he said.

Thanks to the interactive system, Wacoal can provide all of the products needed and home delivery free of charge. Visitors can enjoy the Play Zone, where they will explore products and games on an iPad. Free Wi-Fi and mobile phone chargers are also available.

Online shopping has been growing rapidly. With aggressive omni-channel marketing, Wacoal sales through online channels are expected to account for 15-20 per cent of the total within five years, compared with 5 per cent currently. 

Total Wacoal sales this year are estimated at about Bt3.3 billion with zero growth.