The 1 Exclusive is the undisputed leader of customer relationship management programs in the Wealth customer segment in Thailand under Central Group.
Under its 2023 vision of ‘Ultimate Experience Curation’, The 1 Exclusive aims to level up exclusive experiences with specially tailored privileges for The 1 Exclusive members, thanks to their expertise in Data & Insights that conferred true understanding of members’ needs. Meanwhile, 50 world-class brand partnerships have been well-curated from 2,000 brands in The 1’s ecosystem, focusing on expanding Exclusive Privileges in Shopping, Dining and Traveling lifestyles, with the end goal of inspiring members to be more than ever ‘Proud to be The 1 Exclusive’. These superior experiences and more are primed to be discovered on The 1 APP.
Kawin Tangudtaisak, Managing Director – The 1 said, “As the leader in Thailand’s Loyalty & CRM business landscape, presiding over 18 years of experience with a membership base of over 20 million, The 1 would like to express gratitude to every member for their unwavering trust – in particular The 1 Exclusive members. These are members in the Wealth segment who outspend regular The 1 members by 25X, and 80% of them are routinely active on The 1 APP. This segment is evidently crucial to the business of both The 1 and our partners. Hence, we are committed to ensuring optimal experiences for them. Therefore, we have assigned The 1 Exclusive team, who have been specially recruited for their highly diverse skills sets and deep comprehension of the Wealth segment, to look after and plan CRM strategy specifically for The 1 Exclusive members.”
Chayanin Saransomrurtai, Head of CRM Strategy – The 1 addressed the business direction for The 1 Exclusive in 2023. “The 1 Exclusive is delighted to have meticulously curated a wide range of superior experiences for our members since day one. This year, we are dedicated to delivering the vision of ‘Ultimate Experience Curation’, so that our members can be ‘Proud to be The 1 Exclusive’ more than ever. For the past three years, The 1 Exclusive team has prioritised consistently learning and understanding their true needs through our expertise in Data & Insights. One of the key behaviour trends we found lately is that over 80% of The 1 Exclusive members give precedence to what we can describe as ‘self-Indulgence in their way of living’, with Shopping, Dining and Traveling being the top three spending categories. Therefore, we opt to extend our Exclusive Privileges to provide greater coverage in these three lifestyle categories. By all means, we have continuously provided the Core Privileges our members favour, including: No The 1 point expiry; x10 The 1 points on birthday and special gifts in birth month; and exclusive parking area with free 4-hour parking.”
In 2023, The 1 Exclusive members can indulge in the meticulously curated Exclusive Privileges through The 1 APP with a focus on three core lifestyle categories:
- Exclusive Shopping Experience: Exclusive and superior on-top discounts when shopping with The 1 brand partnerships; Earn 10X The 1 points on birthday and special gifts throughout the birth month; Exclusive access to pre-sale events, such as Central Pre-Midnight Sale, and exclusive shopping events all year round.
- Exclusive Dining Experience: Up to 50% off at over 20 leading hotel restaurants; Up to 20% off at selected premium restaurants in Central Embassy; and 10% discounts at SIWILAI CITY CLUB, SIWILAI Café, and favourite restaurants under CRG.
- Exclusive Traveling Experience: Up to 20% discount on accommodation at Centara Hotels & Resorts, SALA and Park Hyatt Hotel; Room upgrade at Centara Hotels & Resorts, 10% cash back at Booking.com and 5% discount from Agoda, plus discounts and special services at world-renowned department stores under Central Group in Europe such as Rinascente, KaDeWe, ILLUM, Oberpollinger, Alsterhaus, and Globus.
Roong Kusuma Na Ayuthya, Head of Wealth Marketing – The 1 concluded, “Curating and expanding privileges into the lifestyle categories preferred by our members is the key focus of The 1 Exclusive. It is integral and essential to our commitment to deliver privileges that are truly beneficial to our members and consistent with the program’s three key principles, to ‘Be First, Get More and Be Exclusive’. Combined with The 1’s strong ecosystem, we are truly confident to provide the ultimate experience that is exclusively tailored to our prime members’ refined lifestyles.”