Corporate News

CRC aims to be Thailand’s no. 1 omnichannel platform for customer shopping lifestyle brands

18 November 2020

Bangkok, 18 November 2020 – CRC has seen impressive omnichannel sales growth in the third quarter of 2020 as customers have started to adapt to the omnichannel experience, resulting in 234% YoY growth from the third quarter of last year. The biggest growing categories during the past nine months of 2021 are beauty products with +285% increase YTD, followed by sports products with 76% growth YTD, Home and Kitchen with 173% YTD, and TV & Entertainment with 195% growth YTD. The four categories are accounted for 40% of total omnichannel sales for Central Retail.

The 11.11 Double Mega Sale results were the proven track record for the success of CRC’s omnichannel platform with 230 million-baht online sales in one single day, which is the highest ever online day for Central Group - nearly double the growth of the 11.11 sale event in 2019, and eight times higher than average day sales. The new sale channels such as Chat & Shop and Call & Shop contributed to 85 million baht, while offline contributed to 475 million baht during the 11.11 Double Mega Sale 2020. More than 7,000,000 The 1 card points were redeemed in one single day during the sale event, which is the record high point redemption for CRC.

Omnichannel sale contributed to 3% of total sales for CRC in 2019, while the number has expanded to 10% percent in 2020, while the company expects the omnichannel platform to contribute to 15-20% of the total sales in 2021.

Nicolò Galante, President, Central Retail Corporation PCL revealed that following the successful sales growth on its omnichannel platform, CRC is aiming to be Thailand’s no. 1 omnichannel platform for customer shopping lifestyle brands with plans to expand its online assortment growth of the existing 1 million SKUs to double in 2021 and triple its size within 2022. The company also plans to further develop Central App, while enabling all business units to adopt omnichannel and be available on one single Central app platform. In addition, it aspirs to uplift customers’ unique omnichannel experiences, combining the best of offline and online shopping, and increasing more new sale channels.

“CRC is targeting to grow our leadership in the lifestyle brand category. Even though lifestyle-branded products are contributed to around 20% of the total retail e-commerce landscape, the category is the biggest contributor for profit margin. We also believe that through our core target, we could become Thailand’s no. 1 omnichannel platform for lifestyle brands, bringing to our customers “the best of both worlds” in offline and online channels. We consider omnichannel as the future of retail, and all players will ultimately invest in the platform. We are the first to foresee this future and invest in developing the platform, and every year, we will do more, we will be stronger, and we will be better in uplifting our customers’ omnichannel experience,” Nicolo concluded.