Central Department Store embraces consumer power with ‘Central Black Midnight Sale #Gift It Yourself’

Embracing the 'Gift It Yourself' concept, the store encourages customers to curate personalized gift baskets for self-indulgence. Through the study of customer behavior, it has been observed that individuals prefer rewarding themselves with personally chosen gifts rather than waiting for items from others. A highlight of the campaign is Central's collaboration with influencers who showcase items that best reflect their own tastes, providing followers with shopping inspiration. This exemplifies Central Department Store's customer-centric marketing approach, aimed at creating new inspiration and fostering an enjoyable shopping environment as well as bringing a lively holiday shopping atmosphere to the store.

Rvisra Chirathivat, Chief Marketing Officer of Central and Robinson Department Stores, under Central Retail, revealed that, “Customers responded well to the 'Central Midnight Sale' in the previous three quarters of 2023. Compared to last year, there has been a 15% increase in spending. With so many positive factors, agile planning, and most importantly, the faith of Central fans, who are waiting with anticipation for this legendary sale event, the Midnight Sale has been the greatest value campaign for customers for over 34 years. For the last quarter of this year, which is the high season for shopping, we expect the shopping atmosphere to be at its busiest as this is the time when everyone is looking for holiday gifts. Central Department Store has made shopping more enjoyable to boost domestic and international tourist spending power. We have prepared a variety of exciting events that will keep visitors entertained all the way through to the start of next year. 

Starting with the ‘Central Black Midnight Sale’ campaign, which has been planned meticulously to satisfy customer expectations under the concept of ‘Gift It Yourself’, customers are invited to take a break from buying for others, and instead, arrange their own personal gift baskets as a unique way to give themselves a pat on the back after a year of hard work or study. The Central Department Store's entertaining advertisements are available to view on all its media platforms. As well as the enjoyment of the promotion campaign, there are also exclusive deals from top brands to enhance the consumers' overall purchasing experience. As a result, we anticipate a 10% increase in campaign sales, which will support the department store's 15% goal for all channels by the end of the fourth quarter of 2023.”

The Central Midnight Sale is Central Department Store's most outstanding campaign, known for its fun and creative works. This campaign has won numerous awards both domestically and throughout Southeast Asia. Most recently and recognised is the 'Action Hero (SEA)' award from the Youtube Works Award 2023. The Central Department Store YouTube channel, along with all other platforms, achieved a customer reach of up to 10 million views using the Call-to-Action method, in-stream ads and YouTube in-feed video ads, resulted in a 1.4% increase in buying options, and up to 30% in increased sales after the launch of the campaign.

Central welcomes everyone to create a G.I.Y. (Gift It Yourself) gift basket as a self-reward during the Central Black Midnight Sale, based on the D.I.Y. (Do It Yourself) concept. Here, everyone can select their preferred items, enjoying a variety of products from top global brands, including limited editions, festive collections, and new fashion releases. To make this campaign even more special, Central has introduced the 'Midnight Cafe,' a pop-up café where everyone can capture their special memories with social snaps. Moreover, customers will receive a special drink from the café with a minimum purchase of 3,000 Baht when they share their snaps with #GIFTITYOURSELF at 7 Central stores; Chidlom, Ladprao, CENTRAL @ centralwOrld, Pinklao, Bangna, CentralFestival Chiangmai, and Udonthani.

Come join us in creating a G.I.Y. (Gift It Yourself) gift basket to treat yourself at the Central Black Midnight Sale: Gift It Yourself campaign and enjoy these offers and activities;

• Enjoy up to 30% off new collections from leading brands and up to 70% off selected items.
• Redeem the points from your purchases and receive cash-back with a total discount of up to 30% from Central The 1 credit card and participating credit cards.
• Receive a digital coupon or cash coupon and credit cash back from Central The 1 credit card with a total of up to 21% discount (subject to the conditions)
• Receive a card holder worth 295 Baht or a G.I.Y water tumbler worth 490 Baht (subject to conditions) 
• Exclusive for new customers, receive a 10% discount on your first purchase when shopping via the Central App and at www.central.co.th. Receive up to 1,000 Baht discount, when spending 2,500 Baht or more. And every order up to 699 Baht or more qualifies for free delivery, among many other benefits.

Discover exclusive deals and come shop with us at the Central Black Midnight Sale: Gift It Yourself from today to 5 December 2023 at every Central store, Central App, www.central.co.th, Central Chat and Shop, Personal Shopper (Tel. 1425), and www. facebook.com/centraldepartmentstore. Let’s share your self-selected gift basket with the hashtag #GIFTITYOURSELF to inspire other shoppers.