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Published on March 8, 2008

The Mall Group and Robinson expect the season to general Bt4.8 billion in sales if the government's economic stimulus initiatives work and the political outlook improves.

The Mall Group has budgeted Bt200 million for two marketing campaigns - The Mall Summer Paradise and World Paradiso - running from next Thursday to April 16 at The Mall department stores, The Emporium Shopping Complex and Siam Paragon.

Robinson Department Store is laying out Bt20 million for Robinson Juicy Summer Spirit 2008, which kicked off on Monday and continues to March 23.

The Mall Group expects to generate Bt4 billion in sales from its campaigns while Robinson is counting on Bt800 million.

Chamnarn Maytaprechakul, The Mall Group's senior chief marketing officer, said yesterday consumer purchasing power had been on the rise as seen from receipts in its three  malls since early this year.

Spending per ticket rose 10 per cent from the same period last year to Bt3,000-Bt5,000.

The coming summer would be another great opportunity, as new fashion collections would be released, he said. More visitors would bring their whole families to shop and rest in air-conditioned comfort rather than stay in the hot weather outside.

Another major group of customers would be those preparing for their travel plans as summer was also high season for tourism.

Both The Mall Group and Robinson will redecorate their facilities to convey a summer shopping atmosphere. The Mall will feature Summer Explorer while the Emporium will be decked out in Summer Rhythmique. Siam Paragon's concept will be Summer Odyssey. Robinson will apply the "juicy spirit" theme throughout its displays to catch the coming trend of colourful summer fruits.

Chamnarn said the key marketing strategy would be categorisation - which means offering updated items that meet the expectations of each specific segment of customers such as women, men, sports lovers and those who seek home electronic products.

Usara Yongpiyakul, Robinson's assistant vice president of marketing, said cosmetics, fashion and swimwear would be the highlighted categories during the period.

The Nation