Big retailers in Rama I, Ratchaprasong fall in line, plan big promotions

Corporate June 20, 2014 00:00

By Kwanchai Rungfapaisarn,

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To participate in the junta's campaign to "bring back happiness to the Thai people", major shopping malls and hotels in the Ratchaprasong and Rama I areas of Bangkok are jointly launching major campaigns aimed at bringing back shoppers.

Chanisa Kaewruen, deputy managing director for marketing events and business promotion of Siam Piwat, operator of three major malls on Rama I Road, said Bt600 million would be allocated for a fully integrated marketing campaign with both online and offline activities to be launched in the second half of the year. The aim is to boost shopper traffic by 10-15 per cent over the period.
“The second half of 2014 is when the business sector, particularly retailers, will come up with strategies to stimulate sales on a continued basis, and it will be a boon to the country’s overall economy,” Chanisa said.
“In my point of view, both the public and private sectors need to join together to stimulate the economy and consumer spending. We are working on behalf of the private sector to strengthen Bangkok’s position as a shopping destination of the region,” she said.
“We have seen a strong rebound of traffic at our shopping centres on Rama I Road. Only a small portion of foreign tourists are still missing.” 
Chanisa gave the example of Viz Card, the company’s loyalty-card programme, which has about 80,000 holders. Spending through Viz Card surged by 20 per cent in the first five months year on year.
She said Siam Paragon now attracted between 150,000 and 200,000 shoppers a day, while Siam Center served about 100,000, and 80,000 a day visited Siam Discovery Center. About 30 per cent of shoppers are foreign tourists.
Meanwhile, the Ratchaprasong Square Trade Association will launch its own big campaign on June 25 to generate shopper traffic in the second half. The “Ratchaprasong Grand Sale 2014”, which will end on August 31, will offer shoppers discounts of up to 80 per cent. The campaign is a collaboration of six shopping malls in the Ratchaprasong area comprising Gaysorn, Erawan Bangkok, Amarin Plaza, CentralWorld, Platinum, and President Tower Arcade, as well as seven hotels, InterContinental Bangkok,  Renaissance, Grand Hyatt Erawan, Four Seasons Bangkok, St Regis Bangkok, Centara Grand @ CentralWorld, and Novotel Bangkok Platinum. 
The campaign is hosted under the Tourism Authority of Thailand’s “Amazing Thailand Grand Sale” project, which is run in cooperation with Visa and aimed at bringing local and foreign tourists back to the Kingdom. 
Dr Nattakit Tangpoonsinthana, executive vice president for marketing at Central Pattana (CPN), operator of CentralWorld shopping complex, said that as part of the private sector, CPN was hoping to stimulate the country’s spending power and economy with marketing campaigns and events. CPN will join forces with partners to invest more than Bt1 billion for such activities in the second half. 
“We target to open CentralPlaza Salaya, our 25th shopping mall with project value of around Bt3.9 billion, on August 12 as part of our efforts to boost our sales in the second half of this year,” he said.

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