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Retail operators devised more strategies in the first half to spur spending by offering new attractions. Central Pattana Plc, the SET-listed property developer, has been making major moves and spending heavily to renovate its existing stores to create a new shopping atmosphere.
A key goal is to increase the number of shoppers by focusing on teenagers. For example, Center Point will be reborn at CentralWorld, with an energetic and striking look after closing at Siam Square last year because of contract termination.
Center Point was very popular as a meeting place for teenagers, with trendy shops and products for young style-setters.
CPN is also undertaking a strategic plan to build store recognition. It encouraged the film production house Hub Ho Hin to shoot a teen movie titled Pid Term Yai Hua Jai Waa Woon at its flagship site. SF Cinema and Zen Department Store, the two magnets of CentralWorld, were appeared in the film.
Nattakit Tangpoonsinthana, CPN's executive vice-president for marketing, said CentralWorld now had retail space of 500,000 square metres, with 500 shops and 70 restaurants. Therefore, it is hard to showcase each zone through the mass media in a short period. Instead, the company is seeking a new marketing tool to help promote each zone to reach wider customer targets.
Under the initiative, the company has approached producers of soap operas such as Jum Loey Ruk, a romantic drama, to shoot at the mall. Advertising agencies were also encouraged to produce commercials at CentralWorld.
''With exposure of CentralWorld in movies, TV commercials and soap operas, it is even easier to reach a wider range of target groups,'' Mr Nattakit said. ''In particular, the movie produced in the centre for screening in theatres will be reproduced in other formats such as DVD. That means that it will help attract other customer groups to come here.''
He expects at least one million people will experience each zone in CentralWorld as a result of the new media exposure.
Green marketing is another relatively new feature in retail competition, with the benchmark being set by Ek-Chai Distribution System, the operator of the Tesco Lotus hypermarket chain.
Tesco took a bold green initiative aimed at halving energy use and carbon dioxide emissions at its stores to reduce costs in the long term. It has developed more than 70 energy-saving and environmental conservation initiatives. They include the world's largest solar cooling system, a biodiesel and biogas plant, which uses disposed fruits and vegetables and used cooking oil to produce fuel for the building's electricity generator; and wind turbines to generate power for parking areas and bus stops.
As well, the company has used non-toxic paint and recycled materials to build benches around the complex.
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