The Emporium launches its new beauty zone
City Mall Co Ltd has spent Bt10 million to create a five-floor 750-square-metre beauty zone in The Emporium shopping complex, to offer customers beauty and fashion products from head to toe.
The zone is an attempt to tighten customers' brand loyalty and maintain 10-per-cent sales growth.Assistant executive vice president Achara Umpuch said yesterday that City Mall was renovating its former office area into a beauty zone scheduled to open by the end of this month. She estimated that about 20 cosmetic and fashion brands would join the zone. Within the zone will be personal stylists with beauty tips to fit various occasions, a booklet on dressing tips for customers to use on their own and 13 private dressing rooms for Emporium Beauty Service private consulting. Brands that have already signed up to the beauty service include Anne Semonin, Grefas, Shu Uemura, HR Guerlain and Talika. Achara said departments that were related to beauty and fashion had always generated the highest sales. The beauty department alone represented 20 per cent of total sales. Creation of the new zone will enable the shopping complex to tighten customer relations. All services will be provided early on to all 700,000 holders of The Emporium and Platinum cards. So far this year, the shopping complex has not experienced a decrease in sales and has received good feedback from customers on its marketing activities. Achara is thus confident the shopping complex will be able to achieve its sales target of Bt3.5 billion by the end of this month, a 5-8 per cent increase year on year. The Emporium, however, expects lower sales growth for the entire year from last year - from 10-15 per cent for 2005 to 8 per cent, or Bt7 billion, for 2006 - due to several economic factors that could cause people to tighten their belts. The current average payment per bill is Bt4,200. To help reach its sales target, The Emporium is spending Bt10 million to host The Emporium Midnight Fest (Passion No 9) from tomorrow to next Sunday, which is expected to generate Bt200 million in sales. The event features discounts of 10-70 per cent. Partners providing 5- and 10-per-cent discounts on credit- and debit-card purchases include Kasikorn Thai regular and platinum credit cards, Krungsri GE cards, Krungsri Flex-c debit cards and HSBC and Siam Commercial credit cards. Apart from its hard work in regard to The Emporium, the company is also continuing to renovate sister department store The Mall with a Bt1-billion budget. Nitida Asawanipont The Nation
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