The 1, Thailand's No.1 digital lifestyle and loyalty platform and the foremost Center of Life Platform under Central Group, continues to prioritise customer care and uphold its legacy as the largest loyalty program in the country. With over 3,000 brand partners, The 1 offers the ultimate experiences through a wide range of privileges and services that cater to diverse lifestyles. Driven by a customer-centric approach, The 1 is determined to accelerate its journey towards full digitalisation by 2023.
The 1 recently launched its highly anticipated campaign of the year, "The 1 – Your Special Privileges for Your Special Moments" This campaign aims to reinforce the concept that The 1 core privileges can transform ordinary moments into something special. These privileges include Earn points everywhere, enjoy discounts every day - without the need for seasonal promotions, Redeem points for various special deals only on The 1 APP, Transfer points from various partners, converting them to The 1 points, Get x3 points every Wednesday, and many other exclusive offers accessible only via The 1 APP.
Tipaporn Prasomsup, Head of the Loyalty Program at The 1, emphasised that The 1 has established itself as a leading loyalty program under the Central Group business for over 17 years. Their focus has always been on creating the best experiences for members through a customer-centric approach. In 2023, The 1 launched their campaign of the year, "The 1 – Your Special Privileges for Your Special Moments," which highlights four core privileges favoured by The 1 members. This campaign is showcased in a series of commercial ‘feel-good’ films," guaranteeing smiles. To ensure all members are aware of the core privileges and can enjoy the ultimate experiences available to The 1 members, spreading it to their loved ones, the campaign is promoted through online and offline platforms. All members can simply download and register on The 1 APP to access these exclusive benefits.
Presented through a series of four short films showcasing four core privileges, the campaign "The 1 – Your Special Privileges for Your Special Moments " offers exclusive benefits to all members of The 1 (watch: https://www.youtube.com/playlist?list=PL6IxGs7k1Jh3iv_97FbrlnvEfaT2Y3xSa). These privileges include:
Earn points everywhere, enjoy discounts every day - without the need for promotions: This most-loved privilege allows members to earn The 1 points and redeem them for cash coupons via The 1 APP at over 32,000 retail locations in Central Retail and their trade partners across Thailand, including shopping malls managed by Central Group overseas. These coupons can be used for instant cash discounts, allowing The 1 members to get special deals whenever they want to shop without the need for seasonal promotions. In 2022, The 1 members accumulated a remarkable 15 billion The 1 points through various channels, marking a 20% growth compared to 2021. Moreover, 90% of the accumulated points were redeemed, highlighting the significance of this privilege for all members.
Redeem points for various special deals only on The 1 APP: With The 1’s strong ecosystem of over 3,000 brands, The 1 APP offers a wide range of deals covering all categories, allowing members to enjoy exclusive privileges regardless of their point levels. In 2022, The 1 members redeemed over 6 million deals through The 1 APP, representing a 60% growth compared to 2021. The top five redemption categories included food (31%), consumption products (18%), apparel and sports equipment (12%), beverages (11%), and lifestyle products (10%). The top five brands for redemption were Central Department Store, Tops, Auntie Anne's, Starbucks, and Major Cineplex. One popular deal that enhances engagement and conversion is the Cash Coupon 700:100, where members can redeem 700 points for a 100 baht coupon. This monthly deal, available exclusively on The 1 APP, has contributed to a 25% from all sales via The 1 APP.
Transfer points from various partners, converting them to The 1 points: This privilege ranks among the top three services engaged by The 1 members via the 1 APP. In 2022, members transferred a total of 1.7 billion points from other trade partners to The 1 points, reflecting a 15% growth compared to 2021 and an ongoing upward trend. The 1 members can now transfer points from 13 other brands in two categories: the Credit Card segment, including The 1, Krungsri Credit, Krungsri First Choice Visa, AEON Credit, Bangkok Bank Credit, City Bank Credit, ICBC Credit, Kasikorn Credit, Card-X Credit, and UOB Credit; and the Petrol segment, comprising PTT, Esso, and Bangchak. Download The 1 APP for more information on eligible partners for the points transfer privilege.
Get x3 points every Wednesday: Launched for the first time in April 2023, this latest privilege aims to boost shopping energy for all members of The 1. By registering on The 1 APP, members can enjoy triple points every Wednesday. Compared to April 2022, this privilege has generated tremendous interest among members, evident from registration records. It has contributed to over nine times sales growth among brands participating in Central Retail in just one month, and the promotion continues.
“In conclusion, The 1 stands as the leading brand in Thailand's CRM business, making strides toward full digitalisation. With a focus on providing exceptional services to over 20 million members on The 1 APP, The 1 aims to unlock its potential as a data-driven CRM through next-generation personalisation strategies, leveraging automation, AI/machine learning, and generative AI. To access these curated special experiences, download The 1 APP and register for your own account to receive the special experiences curated just for you now,” concluded Tipaporn Prasomsup, Head of Loyalty Program.
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