The 1 Exclusive unveils 2023 direction with focus on 'Ultimate Experience Curation' applauded as the leader in Wealth customer segment

Tuesday 28 March 2023 11:32
The 1 Exclusive is the undisputed leader of customer relationship management programs for Wealth customer segment in Thailand under Central Group. Under its 2023 vision of 'Ultimate Experience Curation', The 1 Exclusive aims to level up exclusive experiences with specially tailored privileges for The 1 Exclusive members, thanks to their expertise in Data & Insights that conferred to true understanding of the member's needs. Meanwhile, 50 world-class brand partnerships have been well curated from 2,000 brands in The 1's ecosystem, focusing on expanding Exclusive Privileges in Shopping, Dining and Traveling lifestyles. With the end goal to inspire members to be 'Proud to be The 1 Exclusive' more than ever before. All of these superior experiences and more are primed to be discovered on The 1 APP.
The 1 Exclusive unveils 2023 direction with focus on 'Ultimate Experience Curation' applauded as the leader in Wealth customer segment

Kawin Tangudtaisak, Managing Director - The 1 said, "As the leader in Thailand's Loyalty & CRM business landscape, presiding over 18 years of experience with over 20 million membership base, The 1 would like to express our gratitude to every member for their unwavering trust - in particular with The 1 Exclusive members. These are members under Wealth segment, who outspend 25X of regular The 1 members, and 80% of them are routinely active on The 1 APP. This segment is apparently crucial to the business of both The 1 and our partners. Hence, we are committed to ensure the optimal experience for them. Hereby, we have assigned The 1 Exclusive team, who has been recruited with highly diverse skills set and deep comprehension of Wealth segment, to look after and plan CRM strategy specifically for The 1 Exclusive members.

Chayanin Saransomrurtai, Head of CRM Strategy - The 1 addressed on the business direction for The 1 Exclusive in 2023, "The 1 Exclusive is delighted to have meticulously curated a wide range of superior experiences for our members since day one. This year, we are dedicated to deliver the vision of 'Ultimate Experience Curation', so that our members can be 'Proud to be The 1 Exclusive' more than ever before. For the past 3 years, The 1 Exclusive team has prioritized on consistently learning to understand their true needs through our expertise in Data & Insights. One of the latest key behavior trends we found is that over 80% of The 1 Exclusive members give precedence to 'Self-Indulgence in their way of living', with the top 3 spending categories including Shopping, Dining and Traveling. Therefore, we opt to extend our Exclusive Privileges to provide greater coverage in these 3 lifestyle categories. By all means, we have continuously provided our Core Privileges which our members favored to including No The 1 point expiry; x10 The 1 points on birthday and special gifts in birth month; and exclusive parking area with free 4-hour parking.

In 2023, The 1 Exclusive members can indulge in the meticulously curated Exclusive Privileges through The 1 APP with a focus on 3 core lifestyle categories.

  • Exclusive Shopping Experience: Exclusive and superior on-top discounts when shopping with The 1 brand partnerships; Earn 10X The 1 points on birthday and special gifts throughout the birth month; Exclusive access to pre-sale events, such as Central Pre-Midnight Sale, and series of exclusive shopping events all year round.
  • Exclusive Dining Experience: Up to 50% off at over 20 leading hotel restaurants; Up to 20% off at selected premium restaurants in Central Embassy; and 10% discounts at SIWILAI CITY CLUB, SIWILAI Cafe, and various favorite restaurants under CRG.
  • Exclusive Traveling Experience: Up to 20% discount on accommodation under Centara, SALA and Park Hyatt Hotel; Room upgrade at Centara Hotels & Resorts, 10% cash back at and 5% discount from Agoda, plus discounts and special services at world-renowned department stores under Central Group in Europe such as Rinascente, KaDeWe, ILLUM, Oberpollinger, Alsterhaus and Globus

Roong Kusuma Na Ayuthya, Head of Wealth Marketing - The 1 concluded, "Curating and expanding privileges into the lifestyle categories preferred by our members is the key focus at The 1 Exclusive. This is a part of our commitment to deliver the privileges that would truly be beneficial to our members, under the 3 principles of Be First, Get More and Be Exclusive. Combined with The 1's strong ecosystem, we are truly confident to provide the ultimate experience that is exclusively tailored to our prime members' refined lifestyle.

About The 1 Exclusive 
The 1 Exclusive is the leader in premium Customer Relations Management, providing superior privileges to members covering every lifestyle in Thailand and overseas. The 1 is the No. 1 digital lifestyle and loyalty program in Thailand under Central Group, serving privileges to members every day. An exclusive experience of service and rewards is especially curated for members of The 1 Exclusive, covering every lifestyle both in Thailand and abroad. These include exclusive parking at shopping malls, Personal Shopper services and many other privileges and rewards with something for every lifestyle, seamlessly connecting online and offline usage with The 1 APP.

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Source: The 1 CENTRAL

The 1 Exclusive unveils 2023 direction with focus on 'Ultimate Experience Curation' applauded as the leader in Wealth customer segment