PROMOTIONS
Central launches new loyalty card
A presenter shows Central’s new The 1 Card.
|
|
Retailer expects 2.8m customers, Bt17 bn in sales
Central Retail Corp (CRC), Thailand's largest retail conglomerate, announ-ced yesterday the launch of its biggest-ever loyalty-card programme. With an investment of Bt300 million, The 1 Card will become the most significant tool in retaining shoppers at the group's 230 branches of its six different retail companies: Central, Robinson, PowerBuy, SuperSports, B2S and Home Works. The card was launched after two years of research and planning by 120 staff. Senior vice president and head of marketing Allan Namchaisiri said CRC expected at least 2.8 million members with an estimated Bt17 billion in sales from the card in the first year. He predicted that more than 60 per cent of the cardholders would be active. "We expect to have more than 6 million cardholders in the next five years," said Allan. More than 1,000 strategic partners and suppliers are participating in the programme, and the card's official launch will be held next Tuesday at all branches of all stores. Allan said it was the first card to receive total cooperation from all six of CRC's retail companies, and it would generate one of the largest customer databases in the retail industry. A total of Bt130 million will be spent on marketing and promotions in the first six months. "We believe the strength of The 1 Card will provide extra benefit to the existing cards and promotions in our stores," said Allan. The card's accumulative points can be redeemed for gifts and services, including a cash coupon for purchasing millions of items on shelves at every branch. This will free shoppers from the limitation of gift redemption from catalogues. Other benefits include discounts of up to 50 per cent, promotions, privileges, newsletters, exclusive activities during Central Card Preview Day and surprise gifts. The card can be used in conjunction with any credit-cards brand, not only Central Cards. It will be available in six different designs relating to each affiliated company. The card will also enable CRC and its business partners to understand their customers and analyse buying behaviour. Vice president for marketing and customer relations Muenfun Ohyingcharoen said the card-loyalty programme would be the largest in Southeast Asia and target teenagers to senior citizens. Kwanchai Rungfapaisarn The Nation
|
