The 1 Card Celebrates its 2nd Anniversary offering customers more satisfaction

Business Press Releases Friday August 22, 2008 09:18

Central Retail Corporation has revealed its success upon customer relationship management program (CRM) known as “The 1 Card” on occasion of its 2nd anniversary with 36,500 million baht transaction via the card, 20 % in growth. To celebrate its 2nd anniversary, the company has enhanced strategic plans to develop CRM in combination with customer experience management (CEM) to catch up into customer’s mind by emphasizing their individual lifestyle. Number of members is expected to reach 2 million by the end of 2008.

Elisabeth Bostock, Vice President for Customer Relationship Management Central Retail Corporation said “since The 1 Card has been applied two years ago, we are very successful, we not only know customers better but understand them and what their life styles are so that we can offer products promotions services and privilege tailor-made for each individual customer. Last year, 36,500 million baht transaction via the card, 20 % growth, equal to 70 % of total overall sale revenue of Central Retail.”

At present, The 1 Card has1.9 million members, active 80%. The strength is that The 1 Card can be used among our seven retail brand stores in Central Retail’s chain more than 230 stores nationwide: Central, ZEN, Robinson, PowerBuy, Supersports, B2S and HomeWorks.

As long as applied The 1 Card to retain and acquire customers for two years, the company has combined CRM with other marketing schemes for example CEM and integrated marketing communication (IMC) resulting to multi- dimension marketing campaigns satisfying customers like points redemption for cash coupon, double – 5 times points, when customers shop at Central and use “Central Love the Earth” bag, receive 10 points per a receipt.

Moreover, The 1 Card’s segmentation program is achieved such as The 1 Card-Book Club for B2S customers and The 1 Card Super Golf Club for Supersports’ golf customers. CRM mix can be applied as well for example PowerBuy’s campaign for “Euro LCD” can be communicated to The 1 Card’s Supersports customers persuasive for new LCD TV before Euro Football Championship starts the season.

For the 3rd year ahead, The 1 Card has arranged a lot of privileges and benefits to create relationship and emotional loyalty:
  • Shop to Get, Get to Shop : 800 points can be redeemed to 100 Bht The 1 Card’s cash coupon
  • Enjoy Your Lifestyle: Receive special benefit from Central Retail’s suppliers. Only show The 1 Card at participating partners, retail shops, hotels, spas and attend exclusive workshops which plan to host every two month, circulating to every part of Thailand. The first workshop will be held in Bangkok this September.

Communication channels between The 1 Card and members are also broader by releasing tri-monthly magazine called “ The 1 Magazine” which first publication will be launched in October. Also, website is improved by increasing customer’s lifestyle content, being community hub for members to check The 1 Card’s points, update personal profile, check the latest promotion and lifestyle activities that matched member’s favour. The website will be finished in September.

Furthermore, the members can check their points with The 1 Card Call Center by calling 02 660 1000 or by SMS only text 10 digit The 1 Card’s member number and send to 4264011 (3 Baht per delivery)
Elisabeth added “at the moment, we decided to include the 1 Card application points at cashier counter, apart from applying at customer service counter.”
The 1 Card’s members are expected to reach 2 million by the end of 2008 and still aim to create customer’s bonds as well as loyalty to Central Retail.

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