The Mall plans Bt200m year-end drive

Corporate November 23, 2013 00:00

By The Nation

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Group looks to Bt50 bn in total revenue for 2013

The Mall Group has allocated Bt200 million to boost consumer spending during the holiday season through the “2014 Brilliant Celebration” campaign.
Management predicts high holiday shopping traffic and expects the campaign to enable the company to achieve revenue of Bt50 billion for the full year. 
For next year, The Mall Group’s marketing strategy will focus on sales promotions to increase sales.
Executive vice president Chamnarn Maytaprechakul said: “As a whole, [business in] the shopping complexes under The Mall Group umbrella has grown on average by 6-7 per cent, which is considered good. This year, Thailand has seen 20 million tourists, which boosted visitor traffic at our city branches such as The Emporium and Siam Paragon.
“There are also other reasons for growth, [particularly] marketing strategy. Towards the second half of the year, the strategy was adjusted to suit the economic climate. The focus was on increasing sales, which we expect to reach Bt50 million by year-end.”
“For 2014, the focus will continue to be on increasing sales while offering promotions where customers are saving, so they enjoy the value of their purchases. We aim to increase sales among members, and those of our strategic partners. 
“Quality over quantity matters with the campaigns, as they enhance our image and customer spending at the shopping complexes. Once there is more political stability, we expect the sales growth of the three shopping complexes to be 6-7 per cent, similar to this year,” he added.
The end-of-the-year campaign is now under way and runs until January 12, with the company’s shopping complexes decorated with more than a million light bulbs. 
There are special promotions at all branches of The Mall Group, including discounts of between 10 and 50 per cent.
All departments are offering special gift sets and promotions, such as gifts and gadgets from Betrend, perfume and cosmetics gift sets from Beauty Hall, valuable watches from Watch Galleria, and hi-tech gifts from Power Mall.  Shoppers can also send warm wishes through hampers filled with quality food items from around the world at Home Fresh Mart and Gourmet Market. 
The shopping complexes’ restaurants also have special promotions. The Mall Bangkae’s My Space zone restaurants are presenting special menu sets, as are those at Siam Paragon’s Food Hall zone.
“During the holiday season, shopping traffic is expected to be very busy because traditionally, it is common for people to purchase and send gifts, especially among employed people between the ages of 20 and 50 who have a steady income. They have plans to buy gifts and food for parties. 
“As a whole, Bangkok residents will spend about Bt20 billion during the holiday season, according to Kasikorn Research Centre, 60 per cent higher than at other times. Spending goes towards gifts, making merit, celebrations and travel. It is estimated that customers spend between Bt2,000 and Bt3,000 at department stores and Bt1,000 at supermarkets,” said Chamnarn.

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