Siam Centre to target expatriates

Siam Centre and Siam Discovery will focus more on expat shoppers after discovering that they have high spending potential.

"Expats have been our customers for a long time. But we will focus more on marketing activities with this group this year after foreign arrivals declined since the airport seizure late last November," Siriphen Intuputi, assistant managing director of Supremo, said yesterday.

Supremo is the subsidiary of Siam Piwat, the operator of the two malls, that is responsible for creating promotional campaigns and marketing activities for the properties.

Expat shoppers display high spending habits, similar to the malls' two major customer groups, teenagers and those of working age, she said.

The current proportion of tourists and expats who shop at Siam Centre and Siam Discovery is over 10 per cent.

Expats were interested in the home. The two shopping centres will increase communication channels to reach the shopper group, such as media in leading serviced apartments, embassies and hotels.

Supremo has already contacted several missions of countries such as Japan, Belgium, Bahrain and China.

The company will also do tailor-made promotions for specific groups to offer benefits and attract them to be its regular customers.

Siam Piwat this year has raised its marketing budget to Bt250 million for 280 activities, from Bt200 million with 250 activities last year.

The activities will be run under the strategy of "Dynamic Solution Marketing"; for example, instant cash vouchers, which are the strongest influence on decision-making.