Customer Relationship and Brand Management
Challenges and Opportunities
Maintaining strong customer relationships and creating a distinctive brand is a significant challenge in the digital age. Customer behavior is driven by rapidly changing economic, social, cultural, and technological factors, making the analysis of customer needs more complex. Additionally, customer expectations have risen, especially regarding the seamless experience across online and offline channels. Furthermore, maintaining customer trust requires secure management of personal data and adherence to ethical business practices, which directly impacts brand reputation and customer loyalty.
Opportunities for developing customer relationships are driven by the use of technology and data insights to create better experiences. Leveraging big data analytics allows Central Retail to gain a precise understanding of customer behavior and needs. Using omnichannel strategies allows customers to have a seamless experience across online and offline platforms, while also providing new market opportunities. Personalization also enables Central Retail to effectively offer products and services that meet customer needs, which not only helps increase sales but also foster long-term relationships with customers.
Central Retail collects customer feedbacks and analyzes data from large database to continuously improve services and enhance marketing strategies. Personalized marketing strategies allow Central Retail to deliver relevant information and recommend products at the right time, resulting in greater customer engagement and increased sales. Additionally, Central Retail emphasizes employee training to enhance technological skills and customer relationship management. Moreover, customer data protection is strictly implemented in compliance with legal standards, supported by cybersecurity measures to mitigate potential risks. Central Retail also prioritizes responsible business practices, reducing environmental impact, and supporting local businesses, which builds trust with customers and stakeholders, strengthening Central Retail’s perception and long-term growth.
Management Approach
Central Retail’s business groups are directly responsible for Customer Relationship Management (CRM) in alignment with the Ethical Marketing Policy. This policy is integrated into Central Retail’s management framework, which is based on the ‘CRC Care’ philosophy, emphasizing responsibility, integrity, and care for all stakeholders. With this commitment, Central Retail does not only complies with regulatory requirements but also fosters brand trust from managing both the positive and potential negative impacts of customer relationship management.
Ethical Marketing Policy
Actions Taken to Manage Impacts
The ‘CRC Care’ philosophy guides the CRM process, which operates through omnichannel platforms and a customer-centric approach. Key actions include:
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Collecting Customer Feedback
Engaging customers through various channels to gather comprehensive feedback, which is then analyzed to understand their needs and expectations.
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Developing Products and Services
Leveraging customer insights to create offerings that meet beyond customer expectations, promoting loyalty and satisfaction.
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Measuring Customer Satisfaction
Regularly conducting satisfaction surveys to assess performance, identify improvement areas, and respond proactively to demands.
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Managing the Brand
Strengthening Central Retail’s brand through a customer-centric omnichannel strategy and integrating sustainability into branding by fostering sustainable development initiatives.
Business Philosophy ‘CRC Care’
Tracking Performance Effectiveness
Central Retail utilizes big data analytics to track and measure the effectiveness of CRM initiatives. Data is collected from various sources such as point-of-sale systems, webstores, mobile apps, and membership programs (e.g., ‘The 1’ loyalty program in Thailand, ‘Big Xu’ in Vietnam, and ‘Rinascente’ card in Italy). By analyzing this data, Central Retail gains insights into customer preferences, lifestyle, and purchasing behavior, which allows business units to improve services, optimize targeted marketing, and anticipate future needs.
Lessons Learned and Policy Integration
Central Retail incorporates feedback from customer reviews and brand satisfaction surveys to enhance its product management strategies responsively, enabling quick adaptation to evolving customer needs. Furthermore, insights from customer satisfaction surveys and customer inquiries collected through various platforms, such as 'Chat & Shop', have driven operational improvements in areas like enhanced omnichannel service standards for faster product delivery. Central Retail has expanded product pickup options, allowing customers to choose in-store pickup at nearby branches within one hour or home delivery within two hours (for purchases made via the application or website). This policy has been implemented across multiple business groups within the corporation, including Central Department Store, Power Buy, and Thai Watsadu.
Stakeholder Engagement and Evaluation
Central Retail actively engages with customers through omnichannel platforms, including websites, social media, and mobile applications, to address inquiries and provide support. This commitment ensures that Central Retail can promptly respond to customer concerns, thus maintaining trust and enhancing the brand’s reputation. Feedback from these interactions has been instrumental in validating the effectiveness of CRM actions and guiding further enhancements to ensure sustainable business growth and customer satisfaction. To improve customer satisfaction, Central Retail gathered feedbacks from all channels, totaling 43,476 responses, and analyzed this data to enhance its services and better meet customer expectations. In 2024, 99.98% of customer complaints and issues were successfully resolved, highlighting Central Retail's commitment to a customer-centric approach and driving sustainable business growth.
Project Highlights
Central Chidlom “The Store of Bangkok”
Central Retail has made a significant mark on the retail industry by undertaking a major 50-years transformation of 'Central Chidlom Department Store' under the concept of 'The Store of Bangkok'. This move aims to reinforce its leadership position and elevate the department store to a new level of luxury in the heart of Bangkok, focusing on four key dimensions of sustainability:
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The Store of Curation
A comprehensive renovation featuring over 500 world-leading brands, offering an exclusive shopping experience that includes beauty, organic skincare, and niche fragrance zones. It also features a unique 'Shop in Shop' fashion zone and a luxury footwear zone showcasing various high-end brands.
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The Store of Design
A distinctive redesign with 'Chidlom Pink' as its signature, blending Thai and international architectural styles under the 'Garden of Rose' concept. This creates a luxurious ambiance, complemented by uniquely designed staff uniforms and a modern exterior facade.
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The Store of Communities
Aiming to be an inspiring department store for all, it fosters a community that caters to diverse lifestyles under the hashtag #CitizenofChidlom. This includes premium customer groups (CENFINITY), millennials, families, and both Thai and international tourists, offering more than just shopping spaces. It features a food zone with top-tier restaurants and spaces for art, music, and digital technology events, providing a rich and engaging experience for everyone.
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The Store of Excellent Services
Elevating the shopping experience with a comprehensive 'One Stop Journey' service through omnichannel technology investments. This includes personal shoppers, stylists, the Central App, and the use of AI and Data Analytics to tailor product and service offerings to individual customer needs.
Central Chidlom, 'The Store of Bangkok', is positioned as an iconic department store destination, attracting customers from around the globe. It empowers everyone to curate their personal lifestyle, emphasizing that luxury is not just about price but about expressing individual identity. This transformation of Central Chidlom plays a crucial role in enhancing the country's shopping and tourism image, driving broader economic growth sustainably.
Hi! Jai - Spreading Endless Happiness
The campaign "Hi! Jai - Spreading Endless Happiness" reflects Central Retail’s "CRC Care" philosophy, encompassing seven dimensions that covering all aspects of ESG. One of these dimensions, "CRC Care for the Community," reinforces Central Retail’s commitment to enhancing people’s quality of life and addressing social inequality. The concept "Happiness Forward" was started from this philosophy to emphasize a commitment to spreading happiness and creating a positive impact on Thai society. Central Retail aims to serve as a bridge, encouraging all Thais to participate in providing opportunities and a new life for children with congenital heart disease. This is achieved through fundraising efforts to ensure these children receive the necessary medical treatment, regain their health, and live a normal life again. Additionally, the initiative promotes sustainable happiness within society, aligning with the principles of Equity Marketing to foster equality and reduce social disparities.
"Hi! Jai " engages customers and the public across multiple dimensions:
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Value-Driven Consumption
This campaign aligns with the desires of Millennials and Gen Z, who seek meaningful products that contribute to positive social and environmental change. “Hi! Jai” is designed to be more than just a collectible toy, it serves as a symbol of collective action for social good. It reflects the values and identity of buyers as "change-makers," resonating with Central Retail's "CRC Care" business philosophy.
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Impactful Participation
Modern consumers want to engage in activities that create positive and sustainable impacts across all dimensions including environmental, social, and well-being. This campaign is designed to be easily accessible both online and offline, whether through purchases that contribute to donations or sharing on social media. This allows consumers to feel that they are part of a significant movement for change.
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Emotional Connection
By sharing real-life stories of children with congenital heart disease and the positive outcomes of their treatment, the campaign fosters an emotional connection. It enables customers to feel personally involved in transforming lives, giving them a sense of participation in something deeply meaningful and impactful.
Furthermore, Central Retail has leveraged marketing strategies to effectively enhance product value and sales, creating motivation and increasing consumer interest through various activities and communication channels. The campaign launched with a special event on March 14, 2024, attracting significant attention from celebrities and influencers. Following the launch, a limited edition of 3,500 Art Toys was released for sale through Pop Mart stores, online platforms, and TikTok Shop. The campaign successfully raised over 2.5 million THB from product and t-shirt sales, helping to cover medical expenses for more than 70 children with congenital heart disease. Additionally, a giant-sized Hi! Jai was donated to Bangkok Children's Discovery Museum (Chatuchak Branch) to inspire over 500,000 young visitors annually.
This campaign is not just about fundraising, it is about building a better future for society through engagement and sustainable happiness. It aligns with Central Retail's long-term goal of being an organization that contributes to positive change in all dimensions of Thai society, reinforcing its commitment to being "Central to Life" for everyone.
Performance Summary 2024
Type of Customer Feedback (%)
Customer Satisfaction Score (%) 1
Customers using Online Platform (%) 2
Revenue Generated from Online Sales (%) 2
- 1 Data coverage in 2024 covers the business operations in Thailand and Vietnam.
- 2 Data coverage in 2024 covers the business operations in Thailand
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