"We will focus on a 'segmentation' strategy next year," said executive chief marketing officer Kriengsak Tantiphipop. "After operating for almost a year, Siam Paragon is now the top-of-the-mind shopping centre for locals, and on some days the ratio of foreign tourists rises to nearly 50 per cent of visitors to the complex."

He said Paragon Department Store had contributed nearly Bt10 billion to The Mall Group this year, helping the group's total revenues, including those from The Mall Department Stores and The Emporium, grow almost 35 per cent to Bt40 billion.

"We expect Siam Paragon to grow 10-15 per cent next year," he said. "We already have a strong database covering the overall retail market, our tenant stores, customers and their shopping habits."

The shopping complex will use a "segmentation" strategy to attract all family members next year.

"We are a centre for luxury jewellery and watches, with more than 40 retail shops in this segment. We also have more than 300 fashion-apparel brands serving people from mid-range to triple A," Kriengsak said. "We also attract people who are looking for lifestyle products, such as supercars. There are showrooms for nine supercar brands at Siam Paragon, including Ferrari, Lamborghini, Maserati, Aston Martin and Jaguar.

Kriengsak said Siam Paragon also had stores for books and lifestyle and entertainment products.

He said that in its first year, Siam Paragon had proven to be a world-class shopping destination. It attracts about 100,000 visitors a day. Of these, 60 per cent are locals and 40 per cent foreigners, spending an average of Bt2,000 and Bt4,000 a person, respectively.

Next year's marketing strategies will focus on Siam Paragon's world-class position as a fashion capital, jewellery centre and lifestyle zone. An emphasis will also be placed on its men's world and world of stylish living.

Kriengsak said that on New Year's Eve, Siam Paragon would spend almost Bt10 million on a countdown party called "Parc Live! '07", at Parc Paragon. In the 10 days leading up to New Year's, the shopping complex will join with Kasikorn Credit Card in a "Super Countdown" campaign. For every Bt100,000 spent shopping, customers will enjoy a cash-back programme from Kasikorn Credit Card. In addition, 25 holiday packages from Veranda Resort and Spa in Hua Hin and 25 Nokia mobile phones will be given away to the top spenders each day.

The shopping complex is also marking the 60th anniversary of His Majesty the King's accession to the throne this year, His Majesty's 80th birthday next year and its first year of operations with shows, concerts, parties and special promotions throughout this month.

Kwanchai Rungfapaisarn

 The Nation