Siam Piwat Group has partnered with seven regional world-class retail giants to offer international shoppers access to its ‘Global Privilege Partnership’ program, expanding the ecosystem of exclusive privileges accessed by its VIZ loyalty Thai customers to foreign visitors. 

A new joint cross-border privilege program will enable Siam Piwat to attract and engage with members of the loyalty programs of Parco in Japan; Taipei 101 in Taiwan; Hong Kong’s Times Square; Ion Orchard in Singapore; Pavilion Kuala Lumper in Malaysia; Plaza Indonesia in Indonesia; and Fosun, the Chinese conglomerate that operates shopping complexes, tourism and health service businesses, and owns a world-renowned fashion brand, while members of these leading shopping centres are also eligible to VIZ privilege while they are in Thailand.  

Siam Piwat – the owner and operator of Bangkok’s leading destinations Siam Paragon, Siam Center, and Siam Discovery, and a joint venture partner of IconSiam and Siam Premium Outlets Bangkok – is also in talks with South Korea’s Hyundai Department Store to offer exclusive cross-privileges to its shopping centres’ customers as well.

In addition to those partnerships, Siam Piwat has secured the support of Alipay, Klook and Trip.com Group in offering extraordinary shopping and lifestyle experiences to Chinese tourists and international visitors, reinforcing their confidence in Siam Piwat that enjoys the most affluent customer database in the country as well as Siam Paragon and IconSiam, which attract the country’s highest-spending customers.

“Siam Piwat emphasises the ‘Collaborate to Win,’ strategy by joining hands with our partners and leading business operators across Thailand and worldwide to create a robust ecosystem of success that can enhance business potential without limits,” said Saruntorn Asaves, first executive VP, division head – shopping centre business, at Siam Piwat Co, in announcing the partnerships.

“We are the first to take the initiative to forge these world-class partnerships in order to continually deliver extraordinary experiences and impress Thai and international visitors to our shopping centres.”

Visitors with a membership of the foreign shopping centres’ loyalty programs will enjoy VIZ members’ benefits, receiving various exclusive privileges, including welcome gifts, services such as a personal concierge, access to an exclusive lounge, and a limousine service upon reaching a specified purchase value.

Siam Piwat believes that the Global Privilege Partnership initiatives in collaboration with the other shopping centre operators serve as one of many strategies for delivering a diverse range of exclusive experiences that resonate with Gen Y and Gen Z customers. Key to the partnership is that Siam Piwat’s VIZ members can show their membership status at any affiliated shopping malls, stores, and hotels in the program to enjoy the same exclusive privileges as top-tier customers of these establishments.

Leading international endorsements

Vernon Ma, senior manager – promotions & centre operations at Hong Kong’s Times Square, said the synergy created from this partnership goes beyond shopping and dining. “It is also a learning platform to share our experience that will create a close bonding collaboration.”

Yeo Mui Hong, CEO of Ion Orchard said the partnership has created a synergy that forms “a strong and integral foundation to create greater value for our members and build affinity for our respective destinations”.

Yoko Nakata, GM of the global marketing department of Parco said: “We have a mutually beneficial relationship for sharing information and exchanging opinions. We are confident that the uniqueness of this partnership will enable customers to touch rich resources in various places of Japan and support tourism across Asia.”

Kung Suan Ai, director of marketing at Pavilion Kuala Lumpur said collaboration with Siam Piwat creates a mutually beneficial and synergistic partnership. “We are excited to build on our existing partnership and elevate the service standards and experience for our shoppers.”

Zamri Mamat, GM of marketing at Plaza Indonesia added: “We offer exclusive promotion and privileges which will be beneficial to both our customers and malls. We hope that this partnership will have a positive impact on tourism in the region.”

Annie Lee, senior director & head of mall marketing at Taipei said: “This partnership is not only about retail but also about fostering a deeper connection between the cultural and tourism landscapes of both Taiwan and Thailand, which will create a win-win situation for tourism industries of both countries.”

And Yao Yuan, principal director of CRM and lifestyle project director at Fosun, said: “We share the same vision of offering premier experience to customers internationally. It is undeniable that working with a well-established group such as Siam Piwat in Thailand will definitely bring more convenient and pleasant experiences to our customers.”

Meanwhile, Ant Group, the owner and operator of the digital payment platform Alipay, has been working with Thai partners such as Siam Piwat and the Tourism Authority of Thailand to promote the country as a destination of choice and increase the visibility of local businesses.

“We have seen very promising signs of tourists returning to Thailand, which consistently ranks as one of their top travel destinations globally,” said Sittipong Kittiprapapong, GM for global merchant partnership at Ant Group.

“Siam Piwat and Ant Group have a shared commitment to enhance tourists’ experience in Thailand through innovative digital solutions. We look forward to jointly welcoming even more tourists in the months ahead to explore Amazing Thailand.”

Michael Liu, VP of global shopping business at Trip.com Group, said Trip.com is ready to support the revitalisation and growth of Thailand’s tourism ecosystem through collaboration with such a strong partner like Siam Piwat so as to provide the optimal experience for Chinese travellers and visitors from across the world.”

Klook, an activity and travel experience booking platform, believes its collaboration with Siam Piwat will help expand the global ecosystem that includes Klook – the online platform that offers its customers high-quality activities and tourism services in one place – making a positive contribution to the tourism sector and Thailand’s overall economy.

OneSiam SuperApp – a growth engine

Panthep Nilasinthop, the chief customer officer at Siam Piwat Co, described the OneSiam SuperApp as a key driver of exponential growth and a gateway to all of the group’s shopping destinations.

“It not only elevates experience creation and customer services but also supports the business of the retailers and partners from across various industries in the company’s global ecosystem,” he said. “At present, it is also the only application by shopping centres with a digital currency of its own, or VIZ Coins, which can be used at the six shopping centres of Siam Piwat Group and participating stores and partnering businesses.”

Since its launch in late 2021, the OneSiam SuperApp has steadily expanded the shopping centres’ customer base thanks to exclusive, creative marketing campaigns that resonate with customers. The VIZ membership has grown by more than 1 million members to over 1.7 million – a 102 per cent increase compared to the pre-launch period – and the number of active members has almost doubled.

The strengths of OneSiam SuperApp are:

• Elevating customer experience: The app allows members to discover new activities and promotions of the shopping malls before anyone else. It is also equipped with Snap & Collect, a new feature unveiled this year that enables customers to conveniently record their spending and earn VIZ Coins through the app by simply taking photos of their receipts.

• Opening up a gateway to the exclusive offerings of all shopping centres under Siam Piwat Group: The OneSiam SuperApp provides access to exclusive benefits, experiences, and promotions curated especially for members, from high-profile, ultra-luxury experiences like the Clash de Cartier campaign to exclusive experiences crafted specifically for OneSiam customers by local and international partners, such as the launch of OneSiam Travel Club, a luxury lifestyle community, in collaboration with the world’s leading airlines, and partnerships with premier hospitals.
• Offering access to Thailand’s most comprehensive array of luxury brands: Users can be among the first to shop for trending items as well as collectibles, such as Carlyn, Mardi, Emis, and Lego – at any time and from anywhere. Through the soon-to-be-launched feature Luxury Chat and Shop, customers can shop from world-renowned brands from across the group’s shopping centres and access exclusive collections.