Global pact creates Thai retail first

Five global retail giants have teamed up with a Thai mall operator to offer a cross-border privileges program for shoppers.

Siam Piwat, owner of Siam Paragon, Siam Center, Siam Discovery and Paradise Park, is partnering with South Korea’s Lotte, Hong Kong’s Times Square, Robinsons of Singapore, Sapporo Parco of Japan and Galleries Lafayette of France.

Together they will launch “a massive international campaign” called Global Privilege Partnership offering both local and international shoppers “ultimate shopping experiences and above average privileges”, representing the first such phenomenon in Thailand’s retail sector.

Caption: Siam Piwat’s Mayuree Chaipromprasith (center) together with representatives from Robinsons Department Store of Singapore, Lotte Department Store of South Korea and Hong Kong Times Square at the Global Privilege Partnership launch

Mayuree Chaipromprasith, senior VP for business promotion with Siam Piwat, said Siam Piwat is honoured to lead the campaign and to be trusted by the five retailers who selected Siam Piwat as their exclusive partner in the Customer Relationship Management (CRM) across the borders to ensure cardholders enjoy maximum benefits.

“Siam Piwat sees working together in the form of partnership and collaboration as a way to develop a mechanism to stimulate more international consumer spending in Thailand. At present, the majority of visitors to Siam Piwat’s shopping venues are of the B group and higher. They have high purchasing power, love to travel, live a modern lifestyle, are into trendy innovations and expect above average services,” said Chaipromprasith.

Siam Piwat expects 400,000 visitors a year to participate in the campaign, which should generate THB 6 billion annually in consumer spending.

“The Global Privilege Partnership has the largest number of leading countries working together. Not only will it serve to grow traffic to Siam Paragon, Siam Center and Siam Discovery, but it also offers value for money in terms of benefits and privileges enjoyed by members of Platinum M Card for shoppers at Siam Paragon and VIZ Card for shoppers at Siam Center, Siam Discovery and Paradise Park.”

By offering premium privileges to Platinum M Card and VIZ Card members as well as holders of member cards issued by the five international partners, shoppers will enjoy benefits, including five to 50 per cent discounts from more than 2000 stores in the five popular destinations and the same VIP service as they would have in their home countries.

Among those services: personal assistants on hand to give members tips at the partner shopping venues, welcome gifts worth more than THB 3000 and an exclusive lounge.

The campaign has launched already and Siam Piwat expects to expand it to include five more countries within 2015.



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