Mall bids to recoup Tha Phra losses
The Mall Group is working hard to recall its old customers and attract new youngsters to its Tha Phra branch, aiming to offset its Bt1-billion loss during a five-month renovation period and double its annual sales from previously Bt1.5 billion to B3 bill
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In relaunching its Tha Phra branch in Bangkok, The Mall Group has set an aggressive marketing strategy in an attempt to offset its Bt1-billion sales loss during renovation.
The branch was closed from January until recently for work costing Bt400 million, according to The Mall's senior chief marketing officer Chamnarn Maytaprechakul.Its renovation has also brought a change of image from functional to "fashionable, trendy, and warm" and a place for families. The company has allocated Bt20 million for marketing activities from May 31 to June 3 and from June 4 to July 25. They include discounts of 10 to 70 per cent and lucky draws. Expected sales during the two periods are Bt600 million. Chamnarn said the company would conduct more aggressive and "down-to-earth" marketing strategies than before by visiting local people in communities near the shopping mall regularly to build awareness and also learn their consuming behaviour. Its core target is people living in a radius of 5 to 10 kilometres of the mall, comprising around 20 condominium projects with over 10,000 units. It aims to combine one-stop-shopping with emotions in order to maintain its traditional customers, who are getting older, and attract new pre-teens and youngsters, many of whom are the children of its traditional customers in the middle to high-end categories. The centre's new look features additional commercial space - up from 25,000 to 40,000 square metres - after the removal of the swimming garden on the fourth floor. It also has new tenants selling renowned fashion brands and an entertainment complex containing SF Cinema City, Fitness First fitness club and international restaurants. Consumers today are not just buying products but also require integrated entertainment offerings, including product varieties and entertainment varieties, Chamnarn said, addings that customers spend more time at malls these days. To serve customers' convenience, the company will construct a 200-meter skywalk from the nearby Skytrain station, which the government is scheduled to finish soon. With all its efforts, The Mall expects the branch to be the shopping destination for the Tha Phra area, contributing double its previous annual sales of Bt1.5 billion. Nitida Asawanipont The Nation
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