Supermarkets reach out to shoppers with discounts

The Mall Group plans to spend Bt50 million on its campaign called "Gourmet Market & Home Fresh Mart Blissful Hampers 2010", offering discounts of up to 31 per cent until January 5.

Central Food Retail's Tops Supermarket is also knocking off up to 30 per cent on basket prices under its Bt60 million "Give the Joy of Life With The Five Elements Gift Baskets" campaign running until January 15.

The gift basket market shed 20 per cent last year to Bt850 million due to the economic and political instability. Demand however is expected to rebound sharply this year to the same level of 2008.

Chamnarn Maythapreechakul, senior chief marketing officer at The Mall Group, and Chiranan Phuphat, vice president of Central Food Retail, shared the view that consumer confidence had returned to normal last month, after plunging in April due to the political unrest.

"We have seen stronger traffic in our stores since early November. Spending on electric appliances and teen and living products has also improved significantly," Chamnarn said.

The Mall also plans to spend Bt200 million on another marketing campaign called "2010 Brilliant Thanks" that kicks off on Thursday and lasts till January 17 at all Mall branches, The Emporium and Siam Paragon.

Chiranan said Tops Supermarket had adjusted the prices of its gift baskets to Bt450-Bt6,750, down from last year when the top price was about Bt13,000.

Consumers had modified their shopping behaviour for Christmas and New Year hampers by looking for those with value for money and attractive promotions. "Health" baskets have became their favourite, she added.