Siam Piwat Group, a prominent real estate and retail developer, and the proprietor and operator of Siam Paragon, Siam Center, Siam Discovery, ICONSIAM, and Siam Premium Outlets Bangkok, has forged partnerships with seven globally acclaimed retail giants. They are also in discussions with Hyundai Department Store to bring exclusive privileges for shopping centre customers to the ONESIAM SuperApp, attracting shoppers from retail partners worldwide to Siam Piwat's shopping destinations.
Furthermore, Siam Piwat is collaborating with Alipay, Klook, and Trip.com Group to elevate the seamless customer experience and cater to the needs of Chinese tourists and international visitors.
Ms. Saruntorn Asaves, First Executive Vice President, Division Head - Shopping Center Business, Siam Piwat Co., Ltd., emphasised, "Siam Piwat embraces the 'Collaborate to Win' strategy, partnering with leading business operators globally to create a robust ecosystem of limitless potential. We pioneer these world-class collaborations to consistently deliver exceptional experiences to Thai and international visitors at our shopping centres. This commitment has led properties under Siam Piwat's management, including Siam Paragon, to win accolades such as the Tourist Attraction Mall category at the Marketeer No.1 Brand Thailand 2023, and the Best Luxury Lifestyle Mall Award. These honours reaffirm our position as the premier shopping centre that has captured the hearts of Thai and international tourists, and our leadership in Thailand's most affluent segment."
To bolster its global ecosystem, Siam Piwat is establishing collaborations with seven world-class retail giants from some of the world's most frequented countries, and an international partner in the hospitality, tourism, and health service sectors. The objective is to create Global Privilege Partnerships, and the company is actively negotiating with Hyundai Department Store to provide exclusive offers to Thai and international customers.
Siam Piwat's Global Privilege Partnerships will include esteemed brands such as PARCO in Japan, TAIPEI 101 in Taiwan, Hong Kong Times Square in Hong Kong, ION Orchard in Singapore, Pavilion Kuala Lumpur in Malaysia, Plaza Indonesia in Indonesia, and FOSUN, a Chinese conglomerate with diverse interests including shopping complexes, tourism, health services, and a renowned fashion brand. The goal is to maximise benefits for VIZ members via the ONESIAM SuperApp, offering exclusive privileges such as membership upgrades, welcome gifts, personal concierge services, exclusive lounge access, and limousine service upon reaching specific purchase thresholds. These global partnerships will extend these privileges to over four million customers.
Representatives from partner organisations have expressed their enthusiasm for this collaboration:
Mr. Vernon Ma, Senior Manager- Promotions & Centre Operations, Hong Kong Times Square: "The synergy created from this partnership goes beyond shopping and dining. It's also a platform for learning and sharing experiences that fosters close collaboration."
Ms. Yeo Mui Hong, Chief Executive Officer, ION Orchard (Singapore): "This partnership forms a strong foundation for creating greater value for our members and building affinity for our destinations."
Ms. Yoko Nakata, General Manager of Global Marketing Department, PARCO (Japan): "We have a mutually beneficial relationship that allows us to share information and exchange opinions. We're confident this partnership's uniqueness will enable customers to access rich resources in various parts of Japan, supporting tourism across Asia."
Ms. Kung Suan Ai, Director of Marketing, Pavilion Kuala Lumpur (Malaysia): "Collaborating with Siam Piwat creates a mutually beneficial and synergistic partnership. We're excited to elevate service standards and enhance the shopping experience for our customers."
Mr. Zamri Mamat, General Manager Marketing, Plaza Indonesia (Indonesia): "We're offering exclusive promotions and privileges that will benefit both our customers and malls. We believe this partnership will have a positive impact on regional tourism."
Ms. Annie Lee, Senior Director & Head of Mall Marketing, TAIPEI 101: "This partnership isn't just about retail; it's about deepening connections between the cultural and tourism landscapes of Taiwan and Thailand, creating a win-win for both countries' tourism industries."
Mr. Yao Yuan, Principle Director of CRM and Lifestyle Project Director, Fosun, The People's Republic of China: "We share a common vision of offering premier experiences to customers globally. Working with an established group like Siam Piwat in Thailand will undoubtedly provide our customers with more convenience and pleasant experiences."
The Global Privilege Partnership serves as a strategy to deliver a diverse range of exclusive experiences that resonate with gen-Y and gen-Z customers. Notably, Siam Piwat's VIZ members can showcase their membership status at affiliated shopping malls, stores, and hotels under this program, enjoying exclusive privileges on par with the top-tier customers of these establishments. This initiative is poised to draw customers of retail partners to Siam Piwat's shopping centres.
In addition, driven by their trust in the potential of Siam Piwat Group, whose visitor numbers and customer spending consistently rank among the country's highest, Alipay, Klook, and Trip.com are collaborating with Siam Piwat Group to offer extraordinary shopping and lifestyle experiences to Chinese tourists and international visitors.
Sittipong Kittiprapapong, General Manager for Global Merchant Partnership, Ant Group, the owner and operator of Alipay, a digital payment platform, commented, "We have observed promising signs of tourists returning to Thailand, a top global travel destination. We've been working with local partners, such as Siam Piwat and the Tourism Authority of Thailand, to promote Thailand and increase visibility for local businesses. Siam Piwat and Ant Group share a commitment to enhancing tourists' experiences in Thailand through innovative digital solutions. We eagerly look forward to jointly welcoming even more tourists to explore Amazing Thailand."
Michael Liu, VP of Global Shopping Business, Trip.com Group, stated, "Trip.com Group is poised to support the revival and growth of Thailand's tourism ecosystem through collaboration with a strong partner like Siam Piwat, aiming to offer the optimal experience for Chinese travellers and visitors from across the world."
Klook, an activity and travel experience booking platform, affirms that collaborating with Siam Piwat will help create a global ecosystem. This ecosystem will be linked to Klook, the online platform that consolidates a wide array of high-quality activities and tourism services, enhancing customer experiences and contributing positively to Thailand's tourism sector and overall economy.
Linking Shopping Experiences and Exclusive Privileges to ONESIAM SuperApp: A Growth Catalyst
Mr. Panthep Nilasinthop, Chief Customer Officer at Siam Piwat Co., Ltd., highlights the pivotal role of the ONESIAM SuperApp as a key driver of exponential growth and a gateway to all of the group's shopping centres. This dynamic application not only enhances the creation of exceptional experiences and customer services but also bolsters the businesses of retailers and partners across various industries within the company's global ecosystem. Notably, it is currently the only application offered by shopping centres that features its digital currency, VIZ Coins, which can be utilised at six shopping centres under the Siam Piwat Group umbrella, as well as participating stores and partner businesses.
ONESIAM SuperApp boasts the following strengths:
- Elevating Customer Experience: The app empowers members to discover new activities and promotions at shopping malls before anyone else. It also introduces SNAP & COLLECT, a novel feature unveiled this year, enabling customers to conveniently track their spending and accumulate VIZ Coins through the app by simply photographing their receipts.
- Opening the Gateway to Exclusive Offerings: ONESIAM SuperApp grants access to exclusive benefits, experiences, and promotions meticulously curated for members. These offerings range from ultra-luxury experiences like the Clash de Cartier campaign, which garnered widespread attention, to tailor-made exclusive experiences designed specifically for ONESIAM customers in collaboration with partners in Thailand and around the world. An example includes the launch of ONESIAM Travel Club, a luxury lifestyle community, developed in conjunction with leading airlines and premier hospitals.
- Offering Access to Thailand's Most Comprehensive Luxury Brands: Users can be among the first to shop for trending items and collectibles, such as Carlyn, Mardi, emis, and LEGO, at any time and from anywhere. Through the forthcoming Luxury Chat and Shop feature, customers can browse and purchase from world-renowned brands featured across the group's shopping centres and gain access to exclusive collections.
Since its launch in late 2021, ONESIAM SuperApp has consistently grown its customer base, driven by exclusive marketing campaigns that are both innovative and resonate with customers. VIZ membership has surged by over one million members to exceed 1.7 million, marking a 102% increase compared to the pre-launch period. Additionally, the number of active members has nearly doubled. Furthermore, spending has more than doubled to 60,000 baht per person, elevating the average spending per transaction to 15,000 baht, surpassing industry averages.
In the upcoming year of 2024, ONESIAM SuperApp is poised to elevate its exclusive services and privileges to new heights, expanding the utility of VIZ Coins beyond retail and seamlessly bridging the gap between real-world and digital shopping experiences.
