The Mall Group levels up marketing initiatives amidst competitive retail

Two billion baht invested in targeted, high-end marketing strategies.

In a strategic move to remain at the forefront of Thailand’s competitive retail market, The Mall Group has allocated 2 billion baht to its marketing initiatives, focusing on integrating cutting-edge digital technology into its e-commerce platforms. 

Voralak Tulaphorn, Chief Marketing Officer of The Mall Group, outlined the company’s approach to transforming their e-commerce strategy. "First of all, I think the Mall Group has transitioned. We have obviously transitioned our online platform to be a bit more personalised in terms of shopping services and experience.” 

"Our team actually provides a one-on-one experience and also understands each customer's unique preferences, [...] so going forward when they want to buy any new purchases, it helps them to actually have a quicker experience. It helped us as a retailer to tailor the product and services for each individual," Tulaphorn added. 

The shift towards an omnichannel approach has been significant, with Tulaphorn noting the increased adoption of multiple shopping channels by consumers. "A lot of customers do consume from different channels depending on the circumstance and also their convenience," she explained. 

This includes options like live stream shopping and enhanced digital payments through QR codes, making the process not only more engaging but also more convenient for users.

Looking to the future, Tulaphorn shared insights into upcoming trends that The Mall Group anticipates will shape the e-commerce landscape. "I think the trend would be, for example, sustainability or ethical consumption, the growing awareness of the interest in sustainability among Thai consumers," she remarked. 

The use of artificial intelligence and big data to further personalise the shopping experience, along with augmented reality (AR) and virtual reality (VR) to enhance online shopping which has been on the rise for a considerable amount of years. The company has already begun integrating AR into their application to improve in-store navigation and offer additional privileges, embedding these advancements into the customer's shopping journey.