Central The 1 Ltd, the loyalty platform under Central Group of Companies, has launched a new digital lifestyle and loyalty scheme, jointly developed with leading tech firms, to strengthen customer engagement and offer more personalised benefits to customers.
Ton Chirathivat, the company's president, said it invested about 1 billion baht in 2019 and formed a business alliance with seven world-class tech companies such as Accenture, Adobe, SessionM to co-develop this new digital lifestyle and loyalty platform.
The new "The 1" platform was launched earlier this month.
The new platform aims to deliver the best experience for all lifestyles of over 17 million users," he said.
"This latest iteration of The 1 will renovate Thailand's experience economy like never before and is part of Central's digital transformation."
According to Mr Ton, the new platform has three strengths: data and analytics, ecosystems and synergised collaboration.
With a user base of over 17 million members providing data and data analytics, The 1 aims to mine deep insights into members' needs, enabling precise targeting of optimal experiences for every member.
The platform connects The 1 to all business entities in Central Group, as well as a diverse selection of The 1 partners in eight different sectors including food, hotel, petrol, health and hospital for over 2,000 brands.
"Our core challenge in creating The 1 platform is understanding customers' needs and listening to their opinions on a continuous basis, meaning this platform is just the first step," said Mr Ton.
"We will continue to improve the platform, paying attention to customers and creating the best possible experiences for them."
The 1 is Thailand's leading digital lifestyle and loyalty platform, boasting 25% of the Thai population as members.
The 1 Application allows users to collect points for every purchase within units of Central Group: Central, Central Embassy, Robinson, Supersports, B2S, Central Online, Baan & Beyond, stores under CMG, FamilyMart, Central Food Hall, Tops Market, Tops Superstore, Tops Daily, Tops Online, Power Buy, Thai Watsadu and Office Mate. The points can also be redeemed for cash coupons or discounts.
The 1 also offers privileges in collaboration with selected partners in various sectors, including gas stations, tourism, entertainment, beauty, finance, restaurants and hospitals.
The 1 points can be transferred between members and business partners.