While its growth should decrease from two digits to one digit, it still expects its sales to increase at a higher rate than the estimated figure of 5 per cent - down from 6 per cent last year - for the retail industry, according to Robinson's vice president Usara Yongpiyakul.

She said Robinson set its sales target in the third quarter last year when political tensions were at a peak.

The company realised at that time that political change would happen and it would cause the economy to be sluggish.

During the first two weeks of January, Robinson did not track precise figures of visitors to each branch, but Usara sensed there were fewer shoppers, signalling a slow-down in the shopping mood. The number of visitors has picked up in the last week.

With the retail industry as a whole facing a downturn, Usara believes sluggish trading could last until the end of this year. No big malls are due to open this year to lift sentiment.

In an attempt to boost the mood, the company intends to apply an "emotional" marketing strategy. Usara said Robinson would keep finding gimmicks to use in all its marketing campaigns and the number of events would not have to increase.

The company plans to arrange two marketing themes in each quarter, Usara said.

One event using the strategy will be the "My Valentine" campaign being run from February 2-14.

By emphasising the emotion of love, Robinson will focus on offering products in pairs, such as Estee Lauder's Be My Valentine's Set and a pack of two watches in a limited edition. It will also offer other individual gifts and fashion clothes.

Highlight of the campaign is 1,700 sets of Valentine Lover Bears, featuring packs of two bears that can speak. The bears will be given to shoppers who spend Bt6,000 with The 1 Card or Robinson Visa Card.

The campaign is costing Bt10 million and should generate Bt350 million in sales and growth of 10 per cent.

Robinson has also set a sales target for its new branch in Ayutthaya, which was opened on November 26 last year, of Bt500 million by this year-end.

Meanwhile, it is working on a sales target for a branch it is launching in Phuket in July. Construction has already finished and the company is working on product displays.

Nitida Asawanipont

The Nation