Siam Piwat, the owner and operator of Siam Paragon, Siam Center and Siam Discovery, invested over 30 million baht in the greatest year-end marketing campaign, which integrates the customer-centric strategy. Interpreting the festive season as the time when people send their love and good wishes to others, the Company launched “Citizen of Love: It’s time to Give Good Love” campaign.
The shoppers will not only find a wide array of gift items for themselves and loved ones, but also enjoy a big promotion that serves the government’s Shop for the Nation campaign. To add the sentimental value to the campaign, Siam Discovery hosts an art exhibition displaying the genius of the late King Bhumibol, including his great love and generosity for his citizen. In response to the royal wish on endless giving, Siam Discovery will organize “Gifts for Them” CSR activity that gives the gifts to 300 children in Community Children Foundation (CCF) under the Royal Patronage of HRH Princess Maha Chakri Sirindhorn. During the festive season, the shopping center expected to welcome 80,000 – 100,000 Thai and foreign shoppers a day.
Year-End Campaign: “Citizen of Love: It’s time to Give Good Love”
Mr. Charnchai Cherdchoowongthanakorn, Senior Executive Vice President – Retail Business Development, Siam Piwat Co., Ltd., said, ” In each year, December is considered the high season with the greatest spending. However, the shopping sentiment this year differs from the past. Siam Discovery, considering itself as a friend of shoppers, understood their feelings and translated the season of joy into the joy of sharing. It therefore hosts the integrated campaign called “Citizen of Love: It’s time to Give Good Love”. Siam Discovery started from creating its ambience, in which encourages everyone to participate under the concept of ‘exploration, creation, and cultivation’. In addition, it holds an art exhibition to commemorate the talent of H.M. the late King, who worked tirelessly to improve the quality of life of his people. He did this out of love and wanted nothing in return. Moreover, Siam Discovery offers Thai people a space to express their love and give the moral support to one another. The shoppers can take photos and share their love in the Living Room of Love. It also displays the art installation that presents the Royal Rainmaking Initiative Project and Reforestation Initiative Project. The exhibitions are open for the public to help them feel connected.”
Siam Discovery spent more than 30 million baht on “Citizen of Love: It’s time to Give Good Love” campaign, which includes the creation of shopping ambience, promotion and CSR activity. It expected to daily attract 80,000 – 100,000 Thai and foreign shoppers on average, with 50:50 ratio. The survey revealed that 80% of foreign tourists are Free Individual Traveler (FIT), which are considered high-quality tourists with high purchasing power.
Launching a big promotion to boost the holiday shopping in response to Shopping for the Nation campaign
Siam Piwat responds to the government’s economic stimulus policy that encourages the people to shop and use the tax invoice of December 2016 for the tax deduction. Expecting an influx of shoppers, Siam Piwat prepared the staff and equipment to facilitate the shoppers who request the formal tax invoice and to ensure the fast and convenient service.
In addition, Siam Piwat holds special promotion, to create the unique shopping experience at Siam Paragon shopping mall , Siam Center , and Siam Discovery from now – December 31, 2016. Spending at least 15,000 baht, the shoppers will receive Siam Gift Card worth 1,500 baht. VIZ cardholders and the members of Siam Discovery Mobile Application will enjoy more benefits
“Gifts for Them” CSR activity for the disadvantaged
Miss Chanisa Kaewruen, Senior Deputy Managing Director of Siam Piwat Co., Ltd., revealed, “Besides the value-added promotion, Siam Discovery infuses the sentimental value into the customers’ mind because we believe that our customers care for the society and wish to share good things with the people around them. We therefore come up with “Gifts for Them” activity, inviting the customers to spread the joy to others by giving the gifts to 300 children in Community Children Foundation (CCF) under the Royal Patronage of HRH Princess Maha Chakri Sirindhorn. The customers can buy gift items for the children on 50% discount and Siam Discovery will subsidize the other half. We will host an event where the donors can present the gifts to the children themselves.
In preparing the product to serve the customer demand, Siam Discovery, with the expertise in matching the right products for each lifestyle, has selected the perfect gift items for each target segment. It also displays the recommended gift items on each floor. To increase the value to the gifts, it offers the personal gift wrapping as the customized service in addition to the regular gift wrapping service.
In “Think Giving”, Siam Discovery offers a wide variety of products from the Royal Project Foundation, PatPat shop under Chaipattana Foundation, Phufa and Doi Kham as the special gifts for special people. The event will take place on the 5th floor from now until February 19, 2017.
Customer-centric marketing focuses on capturing the customers’ interest. Siam Discovery therefore launched the marketing promotion activities that add the sentimental value to the shoppers. It expected that “Citizen of Love: It’s time to Give Good Love” campaign will not only increase the sales volume by 15 – 20%, but also make the holiday shopping more meaningful and bring the spirit of giving to this season of joy.