Malls brave political storm with summer temptations
Thai super model Yoswadee ‘Yo’ Hasdeevijit kicks off Robinson Department Store’s Summer Spirit 2006: Sexy Bohip sale at the Ratchadaphisek Road branch.
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Despite the continuing political turmoil, shopping complexes and department stores are in competition to capture a slice of the Bt8 billion expected to be spent during the upcoming summer season.
To encourage shoppers to part with their cash, many retailers are launching a variety of marketing campaigns as well as decking their shops out in attractive displays. Natphong Kitnitchiva, general marketing manager for The Mall Group, which includes The Mall department stores, The Emporium and Siam Paragon, said marketing personnel should not worry about the political upheaval. As far as she could see, she said, the political factor had not stopped people from shopping. "In spite of any negative factors, our job is to make the shopping experience a delight for our customers. Most tend to buy items on instinct rather than by rationale," she added. This summer The Mall Group plans to be the brightest star in the retail business. It has spent Bt100 million on marketing campaigns and events that started last Friday and will run until April 16. "The group expects sales growth between 8 and 10 per cent over last year to about Bt6 billion," Natphong said. Its summer theme is "Spanish Paradise", in which lucky customers can win seven-day trips to Spain. To promote the theme, eight marketing campaigns have been tailor-made for each store as part of The Mall's strategy. Giving discount coupons is still a good marketing tool to keep customers spending, and The Mall Group this year is giving coupons ranging from 10 to 30 per cent, Natphong said. Also two events, Phruksa Siam and Pramong Nom Jai, will be run during the summer campaign, and 400,000 visitors are expected to attend. The theme for The Emporium and Siam Paragon will be "South Africa Jo'burg Passion", which will run over the same period as the "Spanish Paradise" theme. Siam Paragon expects to gain sales of Bt800 million for its first summer campaign since its opening. Meanwhile The Emporium expects sales of Bt700 million, an 8- to 10-per-cent growth rate year on year. HSBC, Cathay Pacific Airways, SFX Cinema and Paragon Cineplex are partners in the campaign. Discount coupons are also being offered, and every customer spending over Bt1,000 will be eligible to win a business-class package tour to Johannesburg with Cathay Pacific. Tourist attractions such as Siam Ocean World, famous brand names and exclusive summer collections are aimed at attracting middle- to high-end customers. International visitors currently account for 30 per cent of The Emporium's customers and 40 per cent of visitors to Siam Paragon. While the above shopping complexes favour marketing campaigns using exotic travel attractions, Robinson Department Stores has chosen to feature fashion trends with a sexy and bohemian theme in its "Robinson Summer Spirit 2006". Nevertheless, Robinson shares the sales ploy of using discount coupons and tour-package prizes. Two lucky customers will win trips to Paris. Robinson forecasts sales of Bt600 million, up 10 per cent year on year. Sales generated during the summer season usually contribute 15 per cent of its whole-year revenue.
Nitida Asawanipont The Nation
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