Retailers offer cross-border privileges

Five retail giants have teamed up with a Thai mall operator to offer a cross-border privileges programme for shoppers.

Siam Piwat, owner of Siam Paragon, Siam Center, Siam Discovery and Paradise Park, is partnering with South Korea’s Lotte, Hong Kong’s Times Square, Robinsons of Singapore, Sapporo Parco of Japan and Galeries Lafayette of France in the Global Privilege Partnership programme.

Siam Piwat’s Mayuree Chaipromprasith (centre), together with representatives from Robinsons Department Store of Singapore, Lotte Department Store of South Korea and Hong Kong Times Square, at the launch of the Global Privilege Partnership.

Siam Piwat’s Mayuree Chaipromprasith (centre), together with representatives from Robinsons Department Store of Singapore, Lotte Department Store of South Korea and Hong Kong Times Square, at the launch of the Global Privilege Partnership.

Together, the retailers will launch a “massive international campaign”, offering both local and international shoppers “ultimate shopping experiences and above average privileges”. The partnership is the first of its kind in Thailand’s retail sector.

Mayuree Chaipromprasith, Siam Piwat’s senior vice-president for business promotion, said Siam Piwat is honoured to lead the campaign and to be trusted by the five retailers who selected Siam Piwat as their exclusive partner in the customer relationship management (CRM) programme across the borders to ensure cardholders enjoy maximum benefits.

“Siam Piwat sees working together in the form of partnership and collaboration as a way to develop a mechanism to stimulate more international consumer spending in Thailand. At present, the majority of visitors to Siam Piwat’s shopping venues are of the B group and higher. They have high purchasing power, love to travel, live a modern lifestyle, are into trendy innovations and expect above average services,” said Chaipromprasith.

She added that Siam Piwat expects 400,000 visitors a year to participate in the programme, which should generate 6 billion Thai baht annually in consumer spending.

“The Global Privilege Partnership has the largest number of leading countries working together. Not only will it serve to grow traffic to Siam Paragon, Siam Center and Siam Discovery, but it also offers value for money in terms of benefits and privileges enjoyed by members of the Platinum M Card for shoppers at Siam Paragon and VIZ Card for shoppers at Siam Center, Siam Discovery and Paradise Park.”

The Global Privilege Partnership programme offers premium privileges to Platinum M Card and VIZ Card members of Siam Piwat as well as holders of membership cards issued by the five international partners. Shoppers enjoy benefits, including five to 50% discounts from more than 2,000 stores in the five popular shopping destinations and the same VIP service as they would have in their home countries.

Among those services are personal assistants on hand to give members information at the partner shopping venues, welcome gifts worth more than THB 3000 and service at an exclusive lounge.

Siam Piwat expects to expand the programme to include five more countries next year.