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RETAILING
PITSINEE JITPLEECHEEP
Central Food Retail (CFR), the operator of Tops supermarkets, yesterday introduced a series of marketing activities for the second half of this year to retain shoppers who have been more hesitant to spend because of higher living costs. Phattaraporn Phenpraphat, the company's vice-president for marketing and public relations, said the company would increase the number of ''Red Hot'' discounted product items by 50% to 45 per week.
Prices of Red Hot items will be 10-30% lower than normal prices. It will also stage more ''Buy One Get One Free'' campaigns, which are normally held every two weeks to one months. As well, the company is conducting a feasibility study to extend home delivery services, which offer to customers of Tops Market and Food Hall, to customers who shop at other Tops supermarket formats.
''We are trying our best to help customers who shop at all Tops supermarkets can save even when inflation is rising,'' Mrs Phattaraporn said.
The company will spend 35 million baht on the ''Tops 12 Years of Magic Memories'' campaign to celebrate its 12th anniversary from today to Aug 5 at all 101 Tops outlets across the country.
The campaign will feature an exclusive ''Babb Byrd Byrd'' show for Tops customers on Aug 24 at Impact Arena, Muang Thong Thani. The company aims to obtain extra sales of 150-200 million baht from the six-week campaign.
Apart from the marketing campaign, CRC plans to open six to eight Tops supermarkets in all formats this year including the Tops Daily that opened in Chiang Mai earlier this year. It also plans to convert 12 outlets of its original Tops supermarket format to Tops Market this year.
At the same time, Central Pattana Plc, the listed retail development arm of the Central Group of companies, is spending 40 million baht in co-operation with Mazda and Kasikornbank on the ''CentralWorld & Central Plaza Double Sale 2008'' promotion to drive sales by the middle of this year.
Nattakit Tangpoonsinthana, CPN's executive vice-president for marketing, said the campaign covered 3,000 retail outlets at CentralWorld and all Central Plaza branches.
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