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PussyLover 69
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Report from Bangkok Post dated Wednesday 28 March 2007 :-
Shoppers keep their mall visits short and sweet
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The number of shoppers visiting Siam Center, Siam Discovery and Siam Paragon in the first quarter of this year is likely to be on par with last year's level but their spending tends to be higher, as customers are more selective when making decisions about where to shop. ''The negative factors have changed the behaviour of shoppers, who now fear for their safety. When making a decision to shop, they tend to pick a shopping centre that offers everything they need so they don't have to go anywhere else. As a result, although they may spend less time at the complex, they spend more money during each visit, '' said Chadathip Chutrakul, an executive of the operator of the three shopping complexes.
She added she was glad that Siam Paragon had been opened one year ahead the prevailing sluggish sentiment, which meant it had secured a number of regular customers.
About 80,000 people visit Siam Discovery while 100,000 shop at Siam Center and 200,000 at Siam Paragon daily. Around 30-35% of the customers were foreign tourists.
To spur sales in such a difficult environment, Mrs Chadathip said that Siam Paragon Development, the operator of Siam Paragon, promoted more use of its Paragon Hall by charging its tenants affordable prices for their marketing activities. The strategy has proved successful, with the space booked up until the third quarter of this year.
According to the Center for Economic and Business Forecasting of the University of the Thai Chamber of Commerce, consumer sentiment will likely remain weak well into the second quarter of this year. To cope with the difficulties, many have tightened their belts, especially when it comes to luxury goods and clothes.
But what worried Mrs Chadathip most was whether the worst had yet to come.
''If we know that the economy has already hit rock bottom, we can estimate the time of recovery and make plans accordingly,'' she said.
But with the unclear picture, the group cannot afford to give up its hefty spending on creating shopping atmosphere and spurring customer demand.
For Siam Center, Siam Piwat, its operator, has introduced ''S'Club'' as the latest initiative to increase brand loyalty among its regular customers who have strong purchasing power and passion for fashion and lifestyle items. As well, it plans to enlarge its customer base in the long term.
Siam Piwat spent 10 million baht on this project, which will offer year-long privileges targeted at teenagers. It expects more than 30,000 members will apply for the card by the end of 2007.
Mrs Chadathip hopes the club will help strengthen Siam Center, which first opened its doors 37 years ago as the No. 1 hot spot for the young generation.
''To deeply understand our customers and offer them a perfect fit, we selected 20 representatives aged between 10 and 20 to become our advisers and provide ideas for our business development,'' she said.
Customers who have spent 1,000 baht at Siam Center and Siam Discovery will automatically become members of the S'Club for two years without having to pay the 200-baht application fee.
The cardholder will receive many privileges including 5% to 50% discounts from products available at the two centres, chances to meet celebrities, front-row seats at its fashion shows and model and actor/actress casting.
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