M Card data shape The Mall Lifestore’s Women Inspired 2026 campaign “Sunflower Social Club”

The Mall Lifestore is using insights from its M Card membership data to shape products, services and retail experiences for women at different stages of life, after finding that female customers account for more than 70% of total spending.

The findings highlight the growing importance of the women’s economy and women’s role as key decision-makers in household spending. Female customers not only make purchases for themselves but also influence spending on children, partners and other family members across a wide range of product categories.

The retailer has incorporated these insights into its data-driven retail strategy and launched “The Mall Lifestore Women Inspired 2026: Sunflower Social Club”, a month-long campaign covering health, beauty, lifestyle and personal inspiration.

Voralak Tulaphorn, chief marketing officer of The Mall Group Co Ltd, said the data demonstrated that women were not simply high-spending customers but also the principal decision-makers behind much of their families’ expenditure.

“Women often purchase products not only for themselves but also for their children, partners and other family members. Understanding women therefore means understanding the lifestyles and spending patterns of the entire family,” she said.

“The future of retail will not be determined by the number of stores, but by how well retailers understand their customers. Data is not merely a marketing tool. It is at the heart of designing products, services, spaces and experiences that meet customers’ needs at every stage of life.”

Women account for more than 70% of spending

An analysis of M Card membership data found that women generate more than 70% of total spending.

Their purchasing influence extends across categories including beauty, fashion, food, healthcare and education, as well as activities and experiences shared by family members.

The data also identified different patterns among three key groups of female customers.

The first is the DINK, or double-income, no-kids, segment. Although this group represents a relatively small proportion of customers, its spending value is 10 times higher than the average.

DINK customers also demonstrate strong cross-category shopping behaviour, purchasing products from several categories during a single visit. Their spending ranges from beauty and wellness products, fashion and food to premium electrical appliances.

The findings underline the importance of understanding women’s changing requirements at different stages of life so that retail experiences can be designed more precisely around their needs, the company said.

The second segment is the Family Lifestyle group, comprising mothers who account for about 25% of all female customers. Members of this group play a major role in determining spending across their households.

The third group, known as Career Builders, consists of working women and accounts for about 30% of female customers.

These customers place particular importance on convenience, flexibility and self-care. Services aimed at the group include multi-brand beauty stores, valet parking, financial planning and insurance services.

“These insights mean that we are not designing shopping centres based on assumptions,” Voralak said.

“We are using genuine customer data to develop spaces, products, services and activities that reflect women’s lifestyles, because we believe that a good experience begins with genuine understanding.”

Sunflower Social Club opens in August

The findings have been incorporated into “The Mall Lifestore Women Inspired 2026: Sunflower Social Club”, which will be held from August 7-13 at M Grand Hall on the ground floor of The Mall Lifestore Bangkapi.

The campaign is intended to support women’s development through activities covering beauty, wellness, learning and inspiration, alongside benefits offered by participating partners.

The programme aims to encourage women to care for themselves, find inspiration and improve their quality of life in multiple areas.

The event will also feature a “Sunflower House” installation under the theme “Grow Your Light”. The company says the space will contain more than one million sunflowers and provide an inspirational setting for women in Bangkok.

Activities throughout the seven-day event will focus on positive thinking, new perspectives, personal development and self-care.

The Mall Lifestore is also organising “Beauty & Longevity” and “Momgevity” activities, bringing together specialists in beauty, health and longevity medicine.

Doctors and other experts will share knowledge about beauty and wellness through a series of Guru Sessions.

Related activities will be extended throughout August to The Mall Lifestore branches at Tha Phra, Bangkae and Ngamwongwan, as well as The Mall Korat.

Voralak said creating positive experiences for women was not only a way to strengthen customer relationships but also an opportunity to generate value for families and society while supporting the sustainable growth of the retail business.

“When we understand women, we can also design experiences that meet the needs of every member of the family,” she said.