In Thailand, tourist experiences bring value to retail industry

Tourist-centric retail clicks for Thailand amidst continuous influx of foreign visitors. 

THAI tourism is facing a significant boom as “The Land of Smiles” expects this year to reach 36 million international visitors amidst visa-free travel initiatives. This became the cue for the retail industry to adapt and enhance the tourist experience by connecting diverse cultures with a local touch.

At the Retail Asia Forum in Bangkok, Thailand, industry leaders came together to share their perspectives on the emerging trends in tourist-centric retail.

Natee Srirussamee, head of The Mall Group’s Digital Retail, affirmed that foreign tourists have been shifting from ordinary shopping to experiential retail. “Instead of just shopping merchandise and promotion hunting, they are looking for more experience,” he said.

In response, retailers are combining shopping with unique experiences to attract tourists. This includes hosting themed events, and other interactive activities.

Superbee CEO Antoinette Jackson agreed with this sentiment, citing how people who visit Thailand, particularly the younger generation, are more enticed by diverse experiences than material value.

“Many people would come and want to do a workshop to make something themselves. There are also a lot of businesses where you can make your chocolate or Thai tea flurry,” Jackson said.

She also told the forum that with the advent of technology, one crucial aspect that needs to be retained is the “human touch.”

One way Superbee achieves this is through its “Super60 Project,” through which they hire those aged over 60 as sales service assistants to replicate the experience of “speaking to grandparents.”

“They put all their efforts into selling and even remember their customers — a touch that cannot be replaced by a machine or technology,” Jackson added.

Cultural inclusivity

Quoting the Tourism of Thailand (TAT), Srirussamee said the top five tourist nationalities currently visiting Thailand are the Chinese, Malaysians, Russians, Koreans, and Indians. There is also a growth in the number of visitors from emerging markets such as the Middle East.

This demographic spread signifies a diverse range of cultural backgrounds to which businesses are adapting for better tourist-centric outcomes.

“For example, the 1st to 5th of May is a big holiday in China and they love durian so much. That is why we always have our Durian Festival at our gourmet market during that period,” Srirussamee said.

He also noted how services should be inclusive to promote cultural sensitivity. “Let’s say we have more tourists from the Middle East coming in — so prayer rooms and halal foods have to be available,” he said.

KFU Co. Ltd President Ausanee Mahagitsiri Leonio shares the same perspective, noting that foreign tourists are searching for an experience that reminds them of home but with a touch of Thailand’s culture, particularly with food.

“We want to make sure that we offer food similar to home, one that they are familiar with but with something extra that only Thailand would offer,” Leonio told the Thailand forum.

Sharing her experience on the subject, she said: “We have Krispy Kreme foi thong, which is like a local dessert that we put on top of the doughnuts. You can only find that in Thailand because even if we share its formula with other countries, you cannot make foi thong elsewhere,” she said.

Conscious consumerism

There is a growing consumer preference for sustainable and ethically sourced products, and for Jackson, this trend reflects a shift towards conscious consumerism, where customers care about the origins and impact of their purchases.

“At Superbee, our whole mission is about sustainability and education. So a lot of our marketing budget is used on education, not just about how to use our products, but different ways that consumers and also businesses can reduce their carbon footprint and become more sustainable,” Jackson said.

Through this initiative, she shared that the group has reached out to package designers and entrepreneurs, teaching them to create significant environmental and social impact.

For The Mall Group, Srirussamee spoke about their strategy to reduce carbon footprint and promote recycling amongst customers.

“We launched a new programme where for every six, empty bottles put in our vending machine, you get a free Coca-Cola to create awareness and encourage customers to work with us to help the environment,” Srirussamee said.

Leonio mentioned how KFU commits to reducing waste by adopting a similar approach, which is to engage their customers with sustainability practices regarding production.

“We reduce wastage by not discarding imperfect doughnuts. Instead, we donate it to organisations that support the less fortunate. They collect these items from us daily,” Leonio said. “We also manage crumbs or small edible items by contacting groups that provide food for animals to ensure it does not go to waste.”