Thailand
Thailand: ‘Midnight Sale’ introduced in omni-campaign format
Central Department Store has launched the “Central Midnight Sale — Leave It All, Shop It Now” campaign, which continues through April 4 at all Central department stores and via omni-channel platforms.
The platforms include Central App, www.central.co.th, Central Chat & Shop, Central Call & Shop, Central Personal Shopper on Demand at 1425, Facebook Live, and the inbox on https://www.facebook.com/CentralDepartmentStore.
Rvisra Chirathivat, chief marketing officer of Central Department Store, said the first Midnight Sale occurred in 1988.
“Its continued success has made it a signature Central campaign. Customers love that we had the courage to do something different. We constantly challenge ourselves to come up with new strategies to reach and understand shoppers,” she said.
“We understand that most customers are now omni customers, meaning they shop on multiple platforms. Therefore, we decided to relaunch ‘Central Midnight Sale’ as an omni-campaign for shoppers to shop on omni-channels and enjoy special privileges alike.”
Ms Rvisra said the sale concept is to celebrate the season by presenting the hottest summer trends and inspiration for all shoppers.
“Customers often enjoy the holidays at Central stores, and take vacations during long weekends, including the Songkran festival. The latter brings in customers to buy new items, such as sunglasses, swimwear, clothes, gadgets, and makeup, which remain our bestselling categories,” she said.
The Midnight Sale’s five best-selling categories are fashion, makeup, skincare, cooking and small appliances.
Ms Rvisra said with business returning to normal after the pandemic, consumer sentiment and shopping habits for the fashion, retail and tourism sectors will be determined this summer.
She said compared with other campaigns, Central Midnight Sale tends to experience a 25% increase in active customers and a sales growth of 25% throughout the campaign.
“We hope that Central Midnight Sale will mark the beginning of this shopping season and increase daily sales during the campaign by 10%,” said Ms Rvisra.
“We believe these targets are achievable with attractive campaigns and store readiness. Customers of all ages and groups will enjoy our wide array of products and services in the fashion, beauty, and home categories.”
Customer insights revealed shoppers’ passion to ‘Shop, Snap and Share’, Central Midnight Sale is bringing Midnight Café for all shoppers to relax during their shopping spree. Shoppers can enjoy taking snaps at Midnight Café at seven Central stores, namely Central Chidlom, Central Ladprao, Central @ CentralWorld, Central Pinklao, Central Bangna, CentralFestival Chiangmai and Central Udonthani.
Source: https://www.bangkokpost.com/business/2540126/midnight-sale-introduced-in-omni-campaign-format