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Central Food Retail’s CRM strategy sparks new discount campaign
Central Food Retail Company Limited (CFR) will derive the benefits of its CRM (Customer Relation Management) strategy to help customers make savings in the face of the rising cost of living. Through the existing SPOT Rewards Card Personal Shopping List, the company has joined forces with its business partners to offer additional discounts of five to 30 per cent on more than 300 items.
“With the current of rising oil prices affect rising of consumer products, the company is doing its best to find marketing strategies that will benefit consumers,” said Ms. Phattaraporn Phenpraphat, Vice President – Marketing & Public Relations, Central Food Retail Company Limited.
“Central Food Retail is the first retailer in Thailand to use CRM strategy. We study and understand consumer behaviour and developed marketing promotions, privileges, and discounts through the SPOT Rewards Card programme. The programme has been running since 2004, and has been warmly welcomed through the years. Now, three and a half million members have joined us since it started.
“To refresh the Personal Shopping List for SPOT Rewards Card members, the company has invested more than 20 million Baht in developing software programme and marketing activities. This refresh also reflect the company’s rebranding strategy to communicate our ‘fresh food. fresh ideas. fresh thinking.’ to our customers.”
“The company has always recognised the importance of marketing, and has invented marketing strategies to serve different segments of customers,” said Ms. Maytinee Phisutsinthop, Vice President – CRM & Brand Marketing, Central Food Retail Company Limited.
“Our CRM direction includes targeted marketing, emotional marketing, direct marketing, and others. They have not only enabled us to understand customers, but will help everyone who shops with us to benefit from discount and special benefits they won’t find anywhere else.
We have now launched a programme we call, Personal Shopping List Gives You Extra Discount. In order to help consumers save in this time of rising prices we have joined with suppliers to offer additional discounts of five to 30 per cent on more than 300 items which are already on promotion.”
In the Personal Shopping List Give You Extra Discount programme, customers will receive discounts at 94 branches of Tops Super, Tops Market and Central Food Hall. When customers insert their member cards in the kiosk, the machine will print out items that relate to the shopping history of each customer, and they will be instantly discounted. The list will show the extra discounted from promotion items and shopping history related items separately. In addition, customers will enjoy special privileges, premiums, give-aways and many more. |
