Customer Relationship and Brand Management

Importance

Building sustainable customer relationships and differentiating a brand is a challenging task that demands more dedication than ever before. At the same time, customers expect a unified, seamless experience across online and offline platforms. Moreover, protecting personal information and upholding ethical standards have become essential for preserving trust that directly affect a brand’s image and customer loyalty.

The use of technology and data intelligence is creating significant opportunities to elevate customer relationships through improved experiences. Big data analytics equips Central Retail with detailed insights suitable to customer needs and behavior. Omnichannel strategies not only deliver a seamless cross-platform experience but also open for market expansions. Meanwhile, personalisation allows Central Retail to tailor its offerings more effectively, resulting in higher sales and stronger, more enduring customer connections with organization.

Central retail continually enhances its services and build its marketing strategies by collecting customer feedback and extracting insights from a large pool of data. Personalised marketing enables Central Retail to deliver timely, relevant messages and product suggestions, boosting both engagement and sales. Central Retail also places strong emphasis on staff training, ensuring employees are well-prepared in technology and customer relationship management. In addition, Central Retail enforces strict data protection measures that comply with legal requirements, supported by robust cybersecurity to prevent potential threats. Its commitment to sustainability and support for local businesses further strengthens trust, elevating Central Retail’s brand perception and long-term prospects.

Management Approach

Customer Relationship Management (CRM) across Central Retail’s business groups operates aligned with Ethical Marketing Policy. This policy forms part of Central Retail’s overarching management approach, rooted in the ‘CRC Care’ business philosophy that prioritises responsibility, honesty, and stakeholder well-being. By upholding these principles, Central Retail goes beyond legal compliance—building trust in its brand by effectively managing the benefits and possible negative effects associated with CRM practices.

Ethical Marketing Policy

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Actions Taken to Manage Impacts

The ‘CRC Care’ philosophy guides the CRM process, which operates through omnichannel platforms and a customer-centric approach. Key actions include:

Collecting Customer Feedback

Engaging customers across multiple touchpoints to obtain thorough insights, which are then evaluated to better understand their needs and expectations.
Developing Products and Services

Leveraging customer insights to design offerings that exceed customer expectations, thereby boosting loyalty and satisfaction.
Measuring Customer Satisfaction

Conducting regular surveys to assess performance, identify areas for improvement, and address customer needs proactively.
Managing the Brand

Enhancing Central Retail’s brand through a customer-centric omnichannel strategies while embedding sustainability into branding by advancing sustainable development initiatives.

Business Philosophy ‘CRC Care’

Tracking Performance Effectiveness

Central Retail leverages big data analytics to monitor and evaluate the performance of its CRM efforts. Information is gathered from multiple touchpoints, including point-of-sale systems, online stores, mobile applications, and loyalty programs such as ‘The 1’ in Thailand, ‘Big Xu’ in Vietnam, the ‘Rinascente’ card in Italy. Through detailed analysis of this data, Central Retail gains a deeper understanding of customer preferences, lifestyles, and purchasing patterns—enabling business units to elevate service quality, refine targeted marketing, and better predict future customer needs.

Lessons Learned and Policy Integration

By integrating customer reviews and brand satisfaction survey results, Central Retail continuously adjusts its product management approach to better meet evolving customer needs. Feedback from satisfaction surveys through Customer Experience Management (CXM) programme, comprises of a unified experience management framework that turns customer voices into Central Retail actions and solutions, particularly in enhancing omnichannel efficiency to enable faster delivery. Central Retail has introduced more flexible fulfillment choices, offering one-hour in-store pickup at selected branches or two-hour home delivery for customers who order via the website or the application. This initiative is now applied across various business units, such as Central Department Store, Power Buy, and Thaiwatsadu.

Stakeholder Engagement and Evaluation

Central Retail maintains active communication with customers through an omnichannel network that spans websites, social media, and mobile apps, ensuring inquiries are addressed quickly and effectively. This dedication to timely support strengthens customer confidence and elevates the brand’s reputation. The insights gained from these interactions have validated CRM efforts and informed strategic enhancements aimed at sustainable business growth and customer satisfaction. To improve customer experience, Central Retail collected more than 1 million responses from all channels and analysed the input to refine its service offerings. In 2025, 99.8% of all customer complaints were resolved, highlighting Central Retail’s focus on customer-centric service and its drive for sustainable business success.

Project Highlights

Central Retail Southern Flood Relief & Recovery Mission

In response to the severe flooding across Southern Thailand in November 2025, Central Retail step up for aid and provided concrete recovery support, mobilizing the full potential of the organization and partners across all sectors to help residents return to their normal lives and overcome the crisis as quickly as possible. The relief efforts were implemented in two phases, beginning with the Emergency Phase, which provided urgent assistance ranging from food and essential supplies to construction materials and the utilization of shopping mall and department store spaces. Central Retail also served as a ‘Central Hub’ to collect, prepare, and transport aid from branches nationwide, totaling over 30 million Baht in value. And the Recovery Phase, which included cleaning residential areas, inspecting and repairing damaged electrical appliances, providing vehicle maintenance, and facilitating transportation and access to essential goods. Furthermore, Supersports donated apparel and sports equipment to the community and restored Municipality School 2 (Ban Hat Yai). Meanwhile, OfficeMate and B2S provided cleaning supplies and educational equipment worth over 370,000 Baht to five schools in the Hat Yai district. Additionally, Central Marketing Group (CMG) donated clothing, undergarments, footwear, and other necessities valued at over 6.7 million Baht through the Tiang Chirathivat Foundation. Through collaboration with partners and government agencies, Central Retail aimed to revitalize the local economy and strengthen the community, ensuring that Southern residents can resume their lives and drive the Thai economy forward with stability once again.

TOPS ‘Discover Fun Fest – Your Discount, Your Choice’

The ‘Discover Fun Fest – Your Discount, Your Choice’ campaign was designed based on the Customer-First Principle, aiming to drive sales and build momentum during the second quarter of 2025—particularly during the Songkran Festival—by empowering customers to choose discounts for the products they desire. The event has been organized for fourth consecutive year, the campaign covers all TOPS branches nationwide, collaborating with over 93 leading brand partners to offer discounts of up to 20%, creating a fun, unique, and customer-focused shopping experience for both The 1 members and new customers. This reinforces the success of the Customer Empowerment concept, which encourages customers to engage with the campaign through the power to select discounts for their preferred items, perfectly aligning with customer insights and personalized needs. Furthermore, the Seasonal Mood of the Songkran Festival serves as a key catalyst to effectively stimulate spending during this high season.