Megabangna puts Bt100m into digital transformation

Corporate May 17, 2019 01:00

By Kwanchai Rungfapaisarn
The Nation

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MEGABANGNA, operated by SF Development Co Ltd, yesterday launched a strategy for the digital transformation of the shopping centre built around marketing efforts that position it as “the great meeting place” of eastern Bangkok.



 

 

The mall has invested over Bt100 million to revamp all its digital channels and platforms in order to cater to the current consumer trends and integrate the digital technology with all aspects of the customer experience.

Sirinchat Sangsri, vice president of marketing for Megabangna shopping centre, said that the company launched a Megabanga application on Wednesday in a move aimed at keeping its customers up to date on sales campaigns and other information. The app does not provide products or services for sale.

Megabangna aims to increase number of customer registrations of the app by 50 per cent by 2021. 

“We expect to have 10 per cent of our visitors having the Megabangna application within the next five years,” said Sirinchat, adding that Megabangna had 46 million visitors last year.

She said that the Megabangna application contains a complete range of features, such as promotions, activities, shop details and a membership loyalty programme called Mega Smile Rewards. The app provides convenient, quick and accurate information to customers and offers that are specially tailored for them, she said.

 “This year, Megabangna shopping centre has reached its seventh anniversary. We have paid great attention to creating the best customer experience in order to ensure that visitors to Megabangna are always happy and impressed in each of their visits,” said Sirinchat. 

“We found that the Thai people on average spend nine hours on the internet each day, including being online via electronic devices. Most people, or up to 71 per cent, access the internet via their smartphones.

“Moreover, more than 80 per cent used smartphones for watching entertainment programmes and searching for information and over 59 per cent did their shopping by phone. All these activities happened on mobile applications. Therefore, we are utilising this channel to provide benefits and promotions to customers, as we believe this can help us cater to the behaviours and needs of customers of various lifestyles.”

She said that customers’ needs and lifestyles are changing frequently and unpredictably in line with the trends and influencers in the market. 

“The enlargement of the online platform enables consumers to access any information 24/7 – anywhere and anytime. This leads to customers knowing what they want, choosing what they prefer, advocating on what they believe and even sometimes telling the brands to understand their needs and tailor offers to meet their expectation – and even beyond,” she said.

“Learning from this challenging scenario, we therefore set our mission to turn Megabangna shopping Centre into a modern meeting place to accommodate the lifestyles and needs of our customers. We perceive ourselves as the meeting place where people can shop, dine, play and socialise with their family and friends.”

 

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