Siam Piwat boosts customer experience to drive sales

Shoppers continue to flock to Thai malls for personal interaction.

Siam Piwat Co., Ltd., which operates several luxury shopping malls in Bangkok, is revamping its properties as multi-purpose spaces, integrating retail with lifestyle, arts, and entertainment.

“Shopping malls are no longer just about shopping,” Panthep Nilasinthop, chief customer officer at Siam Piwat, told the recent Retail Asia Summit 2025 in Bangkok. “They have evolved beyond that.”

He said mall space in the country now spans an area equivalent to 800 football fields, and many people still prefer brick-and-mortar shops. “People still demand a tangible experience. They still see the value of having a personal interaction.”

Consumers check products both online and offline before buying, often choosing to complete purchases in-store, he added.
Nilasinthop said Siam Piwat has been on the forefront of retail transformation, from the 1972 launch of Siam Center to the opening of Iconsiam, which blends Thai cultural heritage with modern design.

The 2013 revamp of Siam Discovery also introduced an ‘Exploratorium’ concept, where visitors can handle exhibits, perform prearranged experiments, and more.

The Bangkok-based mall operator also makes use of luxury lounges, curated retail offerings, and digital solutions to improve customer convenience. Dining has also become a focus, with food and beverage options doubling since the pandemic, Nilasinthop said.

Attractions now span 180,000 square meters, including rotating art exhibitions and interactive installations.

Nilasinthop said daily events, including celebrity showcases, boost foot traffic. K-pop group Blackpink member Lisa’s recent appearance drew a record number. “We more than doubled our daily foot traffic in the days leading to the event,” he said.

Community engagement is another key focus. “We have always seen ourselves as a platform — not just a digital platform but also a physical platform,” he said, citing Siam Piwat’s push to create hubs for tech enthusiasts, artists, and young entrepreneurs.

The mall operator also uses technology such as artificial intelligence (AI)-powered concierge services and digital tools for navigation and pricing to improve operations.

“As long as we keep evolving with our customers’ needs, provide strong brand experiences, and offer unique, meaningful engagements, shopping malls will continue to thrive,” Nilasinthop said.