Magazines Archives - 2009 December

Bangkok’s malls and stores undergo visual transformation
Story 10 - Focus

Thailand has over 300,000 big and small retailers catering to a consumer base of 65 million. Most of
the shops have outdated cabinets or racks, with little interior design or fashionable fittings, except probably at fashion outlets.

Not for long. As competition heats up, shopping centres and their tenants are going all out to attract more customers using the latest techniques in shopfitting and visual merchandising.

These range from rack, shelf and display systems, window displays, cabinets, and point-of-sale (POS) and multimedia displays to promotional counters, posters, pavement signs, boards and the way
products are packaged and displayed.

In 2008, Nestlé of Thailand invested Bt100 million (approximately US$3 million) on its largest marketing campaign, a “sales blitz” where company representatives visited retailers and gave
them advice on the most effective ways of displaying the company’s products on shelves and as store decor.

A key aim was to usher in a new look and brighter image to retailers such as supermarkets and shops. “Retailers can attract potential clients with better and visible product displays,” a Nestlé executive says.
Phattaraporn Phenpraphat, vicepresident for marketing and public relations of Central Food Retail, which operates Tops supermarkets and Central Food Hall stores in Thailand, says
shopfittings and displays are becoming more and more important.


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2009 Dec Stories:

APEC Summit: Looking beyond economic recovery; charting a new growth paradigm ... Part 1: What’s in store for Asian consumer markets

ICSC Asia Expo attracts biggest retail property investors

Growing interest in ‘green’ products ... ... to spur retail sales in coming year

FLAsia 2009 – a showcase of innovative franchises, licences, brands and business concepts

SCM Logistics World 2009 enjoys overwhelming turnout despite downturn

Wine&SpiritsAsia2010 comes of age at FHA2010

Kuala Lumpur retailers set the stage with dynamic displays

Retailers ‘engage’ and ‘educate’ ... through store fitting and visual merchandising

India moves forward to create more customer-friendly retail spaces

Bangkok’s malls and stores undergo visual transformation

Retail crime cost Asia-Pac retailers US$17.9b

TripleOne Somerset ready to open doors

Nando’s kicks off regional expansion

Alibaba to take on India JV, as Taiwan welcomes portal

Information sharing vital to the future of supply chain in Asia

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