Investing THB15Bn for the next 5 years to reinforce the position as Thailand’s No.1 Omnichannel Retailer in Premium Segment
Central Department Store under Central Retail commemorates its 75 years of achievements as the pioneer and leader in the retail sector by unveiling a 15 billion Baht investment within 5 years (2023-2027) to strengthen its business. The huge investment will be spent on branch expansions and store revamps to forge ahead as the No.1 omnichannel retailer in the premium segment. Central expects its growth to be 1.7 times higher within 5 years. The retailer also unveils a 500 million Baht 75th Anniversary campaign, featuring a spectacular festival of happiness packed with fabulous and fun activities and events.
The “ALL AT CENTRAL” campaign will be full of surprises, exclusive promotions, and inspiring stories of the connection between Central and all customers. In keeping with its long-standing commitment to social responsibility, the celebration campaign, which will be held both on-site and online, also intends to increase local community involvement. Through the grand festival, the company expresses gratitude to its loyal patrons who have made it Thailand’s top retailer for the past 75 years thanks to their unwavering support.
Mr. Olivier Bron, Chief Executive Officer — Department Store, under Central Retail, said, “From the very first day, Central never stops innovating and exploring new ways to create the best shopping experience for our valued customers. Under our vision to truly be “the department store for all the Thais,” we aim to be the ultimate destination for the authentic and sustainable Thai House of Brands, where customers can renew the experience of the best of Thai and international Fashion and Home. To sustain growth and reaffirm its position as Thailand’s No.1 department store, Central operates through six key strategies that include expanding its business with new store openings across Thailand, selecting only the best-in-class products and services, and building seamless online and offline shopping experiences. The customer traffic at the department stores has increased by 25%, with a 50% surge in customer spending. The CENTRAL APP also enjoys a sale growth of 105% and reaches 5.2 million downloads in the first half of 2022. The retailer also sees continuous growth in its Social Commerce Channels including Chat & Shop, Personal Shopper (Tel. 1425), Facebook Live, and Facebook Inbox.”
“We remain committed to making our customers happy as they step into our stores. Central is home to happiness and good memories. To celebrate this huge milestone, we are joining hands with leading partners The1 Credit Card and MasterCard as well as top creators and artists to launch the mega ‘ALL AT CENTRAL’ campaign full of wonderful surprises. To reach the customers on multiple online and offline platforms and channels, we are implementing the 360-degree marketing strategy with the aim is to convey the “All Good Things Happen at Central” message. Through this 500-million-baht campaign, we want to thank our customers for letting us be a part of their happy memories. We stand firm in our support for the community, contributing to the sustainable growth of society. With this campaign, the stores will enjoy more traffic. We expect a 25% growth in sales and 80% campaign reach,” said the CEO.
7 surprises in the “ALL AT CENTRAL” campaign
To celebrate its 75th anniversary in festive grandeur, Central Department Store’s nationwide mega celebration campaign takes the form of 7 surprises under the concept of “ALL AT CENTRAL.” The joyful campaign promises to delight shoppers and tourists alike.
SURPRISE 1: ALL THE TIME with The Central Memory Bank Exhibition. Central brings its customers to the memory lane with the Central Memory Bank Exhibition, transporting them back in time by presenting the fond recollections of the department store that customers have shared, thus narrating the unique history of Central. At the exhibition, celebrities will share their great memories and nostalgic products from Central. This trip to the past is from 29 September to 6 November 2022 at the Central Space on the 3rd floor of Central the Original Store on Charoen Krung Road.
SURPRISE 2: ALL THE FUN with Central x Yuree. In collaboration with famous artist Yuree Kensaku, better known as “Yuree,” Central has created three adorable characters that reflect the success story of Central: Tiger (strength and courage), Dog (loyalty), and Platypus (longevity). The three lovely pals are available as an exclusive Line Sticker Collection “CENTRAL 75th Anniversary” to mark the department store’s anniversary. Available for download via Central’s LINE Official Account @CentralOfficial until 28 September 2022, the three buddies are now ready to delight every LINE chatroom. To bring the fun to the physical world, the three pals will turn into giant balloons from 8 September – 31 October 2022, under the Central Landmarks campaign.
SURPRISE 3: ALL THE EXPERIENCE with CENTRAL EDITION. To celebrate its anniversary with community engagement in mind, Central Department Store has joined hands with top Thai designers to create an exclusive collection of value-added products such as clothes and home accessories. The collection incorporates local materials to promote the craftsmanship of the local communities. The collection will be available at Central Department Stores — Central Chiang Mai (from 7 October 2022), Central Ladprao (from 10 October 2022), Central Phuket (from 11 October 2022), Central Chidlom (25 October 2022) — and on the Central App.
SURPRISE 4: ALL THE STYLES with the RED & EXCLUSIVE COLLECTION. Central, the ultimate fashion destination, will launch the Red Collection, curating red products from leading fashion brands to celebrate the 75th anniversary in style. Additionally, the department store has collaborated with top beauty and fashion brands to design exclusive “Only at Central” products. The limited collection will be available from 1 October 2022 at all Central branches and on the Central App.
SURPRISE 5: ALL THE TEAMS with 75th Central Shopping Bag Collection. Another unmissable experience is the launch of NFT “75th Central Shopping Bag Collection,” designed by collage artist Nakrob Moonmanas. The collection marks the first of its kind in Southeast Asia’s retail industry. Packed with special promotions and privileges, the limited NFTs are collectible via “Central Collectibles” on The1 App until 31 October 2022.
SURPRISE 6: ALL THE HAPPINESS with THE NATIONAL CELEBRATION. Central Department Store has gone all out for the grand celebration to delight its customers with a campaign full of fun and exciting online and onsite activities. Central will be painting the town red with the red lights by decorating its buildings and 10 branches, in Bangkok and other provinces. The grand celebration also includes online and offline promotions as well as fun office activities for its employees that will run from 12 October – 1 November 2022.
SURPRISE 7: ALL THE DREAMS with SIGNATURE FLOWER SHOW AND MEGA PARTY. To bring its customers closer to the beauty of nature, Central is bringing back its signature flower festival to celebrate its anniversary in full bloom. This year, the flower festival will run from 27 October 2022 onwards at 2 branches: Central @CentralWorld and Central Chidlom.
ALL ABOUT YOU…because the customers are everything to Central Department Store
To top it off, Central will also release a special song entitled “EVERYTHING IS ALL YOU” written by Trai “Boy” Bhumiratna, produced by Notapol “Kor” Srichomkwan, and performed by Popetorn “Two” Soonthornyanakij. The song is a thank-you gift from Central to its loyal customers who have supported Central for over 75 years. The beautiful song will be available on all Central’s social media platforms and listening platforms: LINE TV, APPLE MUSIC, JOOX, SPOTIFY, and TIDAL on 29 September 20222.
Bringing legacy to sustainable growth
“Apart from putting our customers first in everything we do, we operate our business with a focus on sustainability, social contributions, and social responsibility. To mark our 75th anniversary, we are partnering with businesses under Central Group, partners, and customers, to build a truly sustainable society for the Thais. Through all activities held during the ‘ALL AT CENTRAL’ campaign, Central will raise funds for foundations that support health, women and children, as well as the environment including the Kidney Foundation of Thailand, UNICEF, The Foundation for The Welfare of The Mentally Retarded of Thailand Under The Royal Patronage Of H. M. The Queen, and Seub Nakhasathien Foundation,” stated Mr. Bron.
Creating the Store of the Future, built upon 7 decades of success
Moving forward, Central is on a mission to become a legacy that never stops growing to serve its customers across generations. To remain the No. 1 omnichannel retailer, we are investing over 15 billion baht within the next 5 years in new store openings and store transformations to create the ultimate lifestyle and happiness destinations. In 2023, Central will open 2 new department stores: one new Robinson Department Store and Central Westville. Four department stores will go under major renovation: Central Chidlom, Central Ram Intra, Robinson Fashion Island, and Central Mega Bangna. Next year, Central will also strengthen its online presence with the brand-new CENTRAL APP while also elevate its Social Commerce experience to the next level with the future launch of new shopping channels: TikTok Shop and Luxe Chat & Shop. It also looks forward to creating the most personalized marketing strategy through campaigns that are designed to reach the right customers using insights and data, ensuring the best experience for its valued customers. To lead in the retail industry, Central constantly adapts to the ever-changing needs of the customers. These past 75 years were proof of its achievements. Central’s growth goes hand in hand with Thai people’s happiness. The retailer said it remains committed to being “Central to Life.”
“Central and Robinson are ready to continue our success towards sustainable development in all dimensions for business, society, economy, environment, and way of life to grow together. As the No.1 Retailer in Thailand, Cental, holding the hearts and minds of Thai people for a long time, is ready to express gratitude to every trust, to give the best to important customers, and to stand by Thai people for 75 years and forever.” Mr. Bron concluded.
Experience Central’s 75th grand anniversary celebration campaign to be held nationwide at Central Department Store: Thailand’s #1 Destination of Happiness. For more information on the campaign, please visit www.facebook.com/CentralDepartmentStore.
