Customer Relationship and Brand Management
Memorable identity and customer relationships are very important to the retail and wholesale business. Strong brand positioning, marketing approach, customer experience, and positive engagement significantly influence customers’ decision-making and loyalty. Therefore, Central Retail thoroughly interacts with customers to understand and support their needs, as well as assist and provide them with the highest level of service possible.
In the connected age, socio-economic and cultural factors and values influence customer behaviors and market trends. With this changing business landscape, the analysis of buying decisions can be complex. Moreover, maintaining a positive brand reputation and loyalty becomes challenging without both tactical and strategic solutions. To enhance revenue opportunities through effective customer relationship management, Central Retail actively gathers customer feedback through its omnichannel platforms, while leveraging big data analytics to understand customers’ needs thoroughly.
Central Retail also needs to foster creativity, responsiveness, and purpose-driven approach to marketing, public relations, and brand management to resonate with new and existing customers. A key challenge arises from the evolving expectations and preferences of customers. Central Retail has to ensure that the customer relationship management strategies are continuously adapted to meet the demands. Additionally, the rapid pace of technological advancements presents other obstacles. Consequently, Central Retail must effectively integrate innovative technologies while considering customer segments, without disrupting existing processes.
Integration of advanced analytics enhances the insights and customer facilitation by creating a seamless omnichannel experience, leveraging customer feedback for continuous improvements, fostering stronger relationships, cultivating brand advocates, and differentiating the brand in a competitive market.
Target
Impact to Business, Stakeholders, and Human Rights
Incorporating data analytics into customer insights can contribute to revenue generation for Central Retail. The systematic selection of products and services that align with the purpose of customers and expectations can improve brand loyalty and customer satisfaction. Furthermore, effective communications on Central Retail’s sustainability-driven business strategies and sustainable development initiatives are valued by emerging trends of mainstream customers and stakeholders that positively influence Central Retail’s reputation.
In contrast, by leveraging personalized marketing strategies tailored to individual customer interests, Central Retail can deliver relevant information, and product and services suggestions to the appropriate target audience at optimal time. Effective customer relationship and brand management not only attract a wider group of audience leading to increasing sales and revenue, but also provide a competitive advantage in a crowded market. However, protecting personal data is a major concern in upholding human rights principles and ethical practices. Consequently, Central Retail’s employees must handle personal data with utmost respect by strictly complying with the internal data handling policy and national laws, and maintaining effective cybersecurity measures. Consistent improvement in customer relationship and brand will help increase sales of products sourced from suppliers or local communities, while also increasing business prospects of shareholders and creditors.
Management Approach
All business units under Central Retail are tasked to execute the customer relationship management in alignment to Ethical Marketing Policy. The policy and its commitment cascade to the management approach with the ‘CRC Care’ philosophy, omnichannel platforms, and customer-centric approach at its core. Central Retail not only adheres to legal standards but also contributes to the establishment of trust in its brand.
CRC Care was established to demonstrate Central Retail’s commitment to treat all key stakeholders with responsibility, honesty, and care.
| Customer Relationship Management Process | |
|---|---|
| 1. Collect customer feedback |
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| 2. Develop products and services |
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| 3. Measure customer satisfaction |
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| 4. Manage the brand |
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Guided by the Business Philosophy "CRC Care," Central Retail Corporation has grown alongside the Thai people for more than 80 years
To receive feedback from customers, Central Retail utilizes the omnichannel platforms to collect big data from various channels, including point-of-sale, webstores, mobile applications, and membership programs such as ‘The 1’ loyalty program, ‘Big Xu’ card in Vietnam, and ‘Rinascente’ card in Italy. The customer communication channel called ‘Chat & Shop’ allows customers to inquire sales representatives about products and services, with preferable delivery options such as ‘Click & Collect’, ‘Click & Delivery’, or ‘Reserve & Collect’. With the vast amount of data, Central Retail utilizes data analytics to help understand consumption patterns, lifestyle, buying capacity, and changes in consumer trends. All business units can improve their services, conducting targets and marketing campaigns, as well as expanding to future customer relationships.
Nevertheless, Central Retail conducts the customer satisfaction surveys regularly to evaluate Central Retail’s performance, while engaging with customers can also be done through the omnichannel platforms via Central Retail website, social media, and applications to thoroughly support customers and solve their concerns. These actions enhance the brand reputation and achieve sustainable business growth.
Type of Customer Feedback (%)
Ethical Marketing Policy
Project Highlights
Thai Watsadu #1 DIY Home Retailer Brand Management
In 2023, Thai Watsadu expanded its branches to increase accessibility for customers with its 3 models strategy that respond to customer needs in all areas.
Through ‘vFIX’, Thai Watsadu has expanded its services to include comprehensive design, installation, renovation, and cleaning. ‘AUTO1’ car service centers provide advanced car care services and consultations. Some Thai Watsadu branches also feature ‘GO! WOW’, a retail outlet for daily items. Thai Watsadu aims to become the top DIY Home Retailer and Hybrid leader, with a presence of 81 branches across 47 Thai provinces, generating employment opportunities in provincial areas. The business aims to boost growth in hardline retail by expanding product distribution channels across the country. The construction of the ‘Wang Noi Warehouse’ in Ayutthaya province, the largest distribution center of Central Group, is underway. Once completed, the warehouse will accommodate over 42,000 SKUs with a value of more than 2,200 million baht, serving distribution of 77 branches.
To promote sustainability, Thai Watsadu has installed solar rooftops to generate electricity from renewable sources, and reduce greenhouse gas emissions. It has also introduced electric trucks to its fleets for transportation and distribution.
GO Wholesale
As a new growth engine that serves new customer segments, Central Retail launched ‘GO Wholesale’ under the food business category with a comprehensive ecosystem of retail and wholesale solutions. Go Wholesale is designed to target HoReCa (Hotel, Restaurant, and Catering) customers and retailers with three key strategies: 1) Wide and aspiring arrays of product assortments, 2) Customised ordering and services, and 3) Consistency, trust, and reliable quality. Along with new and diverse services, GO Wholesale also supports its customers’ businesses with new experiences and over 20,000 products, especially fresh food offerings that include fresh seafood, premium meats, and product customization services. Additionally, GO Wholesale offers diverse payment options, seamless customer experience, and member benefits that include Central Group’s The 1 loyalty platform.
Responses from customers have been overwhelmingly positive, with more than 140,000 new members registered in two months after the launch. Four branches of Go Wholesale, located in different key cities throughout Thailand, were opened in 2023, with a plan to expand nationwide by 2028.
CRC leads the new phenomenon for Thailand’s food industry with the launch of “GO Wholesale”, serving all segments via a comprehensive ecosystem of wholesale and retail solutions
Grow with GO support that supports business growth with recipes for success
| Grow Right | Grow with the right partner that specializes in solutions for food operators and retailers |
| Grow as You Like | Grow your business on your own terms with products and ingredients that not only cater to the needs of food professionals and retailers, but also have premium quality |
| Grow Fast | Fast-track growth via comprehensive services that will create new business opportunities and unlock new potential for business operators |
| Grow Smooth | Drive seamless growth by accessing products and service across diverse and convenient channels, helping you save time so you can focus on growing your business |
| Grow & Gain | Grow your business and profits with member-only privileges |
| Grow Better | Drive sustainable growth |
| Grow Together | Drive inclusive growth |
Best Customer Service: One Team, One Quality
Nguyen Kim, one of Central Retail’s hardline department stores in Vietnam, continuously retains its reputation as Central Retail’s number one brand in service quality. Nguyen Kim provides installation service for electronic appliances through on-time and high-quality service performed by experienced installation team members. Currently, 30 stores and 4 distribution centers have provided installation services to customers, the most of whom have shared 95% satisfaction score.
