He said conducting a customer-relationship management (CRM) programme for two-way communication would give them precise knowledge of consumer behaviour in addition to building a strong bond with customers. The CRM plan was initiated last year in response to a significant increase in customers.

About 25 per cent of its customers are in Bangkok.

Under its CRM programme, Prantalay plans to arrange one major event ever year and about five events nationwide every month, membership card schemes and its website featuring information and interactive programmes.

The first annual event for kicking off its CRM is Health Hunter at Prantalay, which is scheduled for June 17 at MCC Hall at The Mall department store's Bang Kapi branch.

The event will feature games educating people on the benefits of consuming seafood, new product launches, discount sales, a special price for its -20 degrees Celsius freezers, and the launch of its website. It expects to witness about 2,000 visitors on that day.

Prantalay has already granted membership status to its present 40,000 customers. Anurat said members would not receive discounts yet but would receive premiums when purchasing its products. The company will develop a discount programme later.

Another membership privilege right now is collecting points for premium redemption, which is part of its interactive programme.

The scheme will give Prantalay precise information on customer behaviour and choices. He said this would further enable it to develop its e-commerce programme and delivery service through online purchasing, which is expected to be conducted either next year or in 2009.

Anurat said the company would allocate a separate budget of about Bt5 million for the CRM programme next year.

Prantalay achieved Bt300 million sales in the first quarter. Of that, 35 per cent was contributed by ready-to-eat frozen seafood, 32 per cent from sushi products and 30 per cent from ready-to-cook frozen seafood.

Nitida Asawanipont

The Nation