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Published on October 16, 2007

They are a home-decor section and a lifestyle area.

The new departments are the fourth and fifth additions in the group's rethink of its "segmentation marketing" strategy. They are called The Living and Be Trend, respectively.

The company is banking on the strategy to increase annual sales growth in home and lifestyle products to 20 per cent next year. Current growth is 15 per cent.

The new look is being applied first at its Siam Paragon complex. Next for a refit is The Emporium. The Mall department stores are scheduled for next year.

The group is spending Bt45 million in the coming six months on the make-over and marketing the sections, said assistant chief marketing and advertising officer Duangta Phongwilai.

The company will concentrate on event marketing, she said. Each department will arrange seasonal events to promote new products, as well as advertising. It wants to create store loyalty.

The group's lifestyle section is aimed at younger consumers. It combines the old lifestyle and books and stationery departments into one. It sells gifts, stationery, books, computers and digital equipment along with entertainment products.

The Living home-decor area is being billed as "everyday chic for every use". It sells glass and kitchenware, household products and exotic, locally made goods.

Duangta said the economic downturn was not an obstacle to business because many consumers were spending more time at home and wanted to be comfortable.

By the end of the year the company expects The Living sales to be Bt2.2 billion - up from last year's Bt1.8 billion. Be Trend's target is Bt2 billion, up from last year's Bt1.7 billion.

The new store strategy commenced a year ago with the beauty departments rebranded as Beauty Hall, following by Lingerie Salon, Power Mall and Sport Mall. Duangta said the move would help all departments clearly focus on marketing strategies and direction.

Other areas of the group's locations to get the treatment next year are men's, women's and children's clothing.

The first nine months of the year saw the group return 8-per-cent sales growth year on year, and by the end of the year it hopes sales will reach Bt43 billion.

Nitida Asawanipont, The Nation