Big C hoping 'Big Point' will attract more shoppers

Big C hoping 'Big Point' will attract more shoppers

The Big C shopping mall at Ratchaprasong in central Bangkok.
The Big C shopping mall at Ratchaprasong in central Bangkok.

Big C Supercenter Plc is rebranding its customer relationship management (CRM) programme to attract more shoppers to its stores amid a higher cost of living.

Rachapol Vongchatchainont, the company's vice-president for CRM and loyalty, said the company started rebranding its CRM programme in December last year by changing its "Big Card" to "Big Point" with a new image.

The company is developing CRM programmes more digitally and can offer more personalised shopping to customers, providing the right offering to the right customer at the right time. All rebranding programmes are expected to be completed this year.

"This year, we will put more focus on the loyalty programme because shoppers have gradually paid more attention to loyalty programmes since the Covid-19 outbreaks," Mr Rachapol said.

Before the pandemic, the loyalty programme ranked the top 6-7 factors that shoppers considered before making their decision on which retail store they would visit. Loyalty programme ranked among the top 4-5 most important factors in 2020 and ranked second this year, he said.

Before the pandemic, factors that drew shoppers to retail stores included convenience and promotion.

In keeping with such changes, the company is spending 100 million baht to launch a promotion via the CRM programme throughout this year. Big Point cardholders will get more benefits and will be less concerned about buying products.

"Shopping behaviour is almost back to normal and we revised the benefits for customers who hold Big Point cards to increase their satisfaction and keep them shopping at Big C. Moreover, we are conducting a feasibility study and exploring Big Point opportunities via the blockchain. We also developed an automatic system including face recognition to move our CRM to another level," said Mr Rachapol.

He said the new CRM programme will encourage shoppers to visit its stores more frequently and recruit 1 million new Big Point cardholders to reach a total of 18 million this year. It plans to double the number of shoppers in the Big C digital channel to 2 million.

Another executive who requested anonymity said apart from the CRM programme, the firm will continue to open at least four Food Place stores in the first quarter of this year and renovate its existing stores to meet the new normal lifestyle. At some Big C stores, it has extended the space for fresh food and increased more premium goods as an alternative to respond to shoppers who still work from home.

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