The Paris-based International Association of Department Stores (IADS) suggests Thai retailers adjust themselves to survive amid the increasing global role played by e-commerce.
"Retailers are very concerned about e-commerce, as it provides both opportunities and threats at the same time," general secretary Maarten de Groot van Embden said.
He said in terms of opportunities, e-commerce lets customers look at products and services without having to travel to shopping malls, conduct data analysis and rationally decide about making a purchase.
This is completely different from shopping in a physical department store, where shoppers can touch the products, smell the food aromas and have a total shopping experience with friends and family members, Mr de Groot van Embden said.
The IADS yesterday kicked off a two-day meeting with Thai retailers in Bangkok, hosted by The Mall Group.
Its membership comprises 21 department store operators in 40 countries, with a combined business value of €150 billion (6 trillion baht).
Mr de Groot van Embden said to survive in the present market climate, department store operators would have to differentiate themselves by offering an extraordinary experience not to be found with e-commerce.
However, the sales proportion of e-commerce in department stores remains small globally except in the US, Britain and South Korea, he added.
Nicolas Houze, general manager of the Galeries Lafayette and Le BHV Marais department stores in Paris, said his company was also confronting a challenge from e-commerce.
The company has developed crossover activities between e-commerce and its physical stores.
It expects the sales contribution from e-commerce will increase to 10% of the total in 2020 from 2% now.
Ji Xiao'an, chairman of Chinese retailer Beijing Hualian Group, and Mr Houze of France's Galeries Lafayette will cooperate with The Mall Group in terms of cross-royalty programmes, product merchandising and customer sharing.
Supaluck Umpujh, vice-chairman of The Mall Group, said Thai fashion brands would be approached to sell at the Galeries Lafayette.
Fashion products available at the Paris department store would in turn be made available at The Mall Group's shopping complexes, she said.
For Beijing Hualian, The Mall Group will supply creative and entertainment activities used at its own shopping centres.