News & Insights

“Members still love points but we have to accept in an era where complexity is the norm. But the generations are changing so brands can’t offer the same to all and expect everyone to be happy,” The 1 Central Group Senior Vice President Marketing Hansa Wongsiripitack told World Retail Congress delegates this morning.

The Thai-based 1 Central Group works across retail, hospitality, digital and retail media and she said that consumers themselves have turned into retailers online, especially on TikTok in Thailand, 24 hours a day.

“So for retailers like us we have to look at how we attract our customers. We have a 1 Day, which only members can access. It is now in its third year, including celebrity presenters based around youth culture and inclusion,” she explained. “We have to create more engagement and reasons to connect with us.”

The company has created what she called an eco-system rather than a loyalty programme, called The 1 Eco-system and which has also allowed the company to collaborate with other retailers and services partners where it does not offer those offers.

The 1 Central Group has also created a ‘single view’ platform, meaning that it can see the wider spending and lifestyle decisions customers are making with the company’s partners, meaning offers and personalisation can be more targeted.

The session was moderated by Merel Werners, Founder, ME-WE Studio and former Global Head of Marketing, Havaianas.