Bangkok--14 Nov--Polyplus PR
Tops and Central Food Hall are set to hit a new wave of excitement for New Year's gift basket market with 80 million Baht earmarked to kick off “Season Giving 2014: Colours of Celebration” campaign, equipped with Customer Engagement Marketing based on the concept “Success/ Love/ Harmony”. More than 1,000 items in 80 different festive basket styles are created to stimulate customers' purchasing desire and an offer of 33 percent discount promotion are expected to achieve the target of 500 million Baht in sales, a 30 percent growth compared with last year. The proceedings of the sales will contribute to bring happiness to soldiers in three southern border provinces.
Ms. Phattaraporn Phenpraphat, vice president - marketing and public relations of Central Food Retail Co., Ltd, which operates Central Food Hall, Tops Market, and Tops Super, said, “The end of the year is very special for shopping. Consumers are getting stronger purchasing power and more excited than usual, especially when it's time to choose gifts. The company has budged more than 80 million Baht for New Year's gift basket campaign to stimulate the purchasing power by employing Customer Engagement Marketing to bind their customers’ mutual emotion by tracing basket purchasing and style admiration from SPOT Rewards Card data so as to summarize and initiate Success/Love/Harmony concept. A selection of more than 1,000 quality products from around the world is set to create 80 different gift basket styles to give happiness to loved ones during special festivals. Gift baskets are priced from 499 Baht to 22,990 Baht.”
She added, “The overall gift basket market is still growing because consumers give priority to give gifts to each other to represent love, care, and support. Last year the total market value went up to 998.7 million Baht, a 55 per cent increase from the previous year. The company analyzed insight consumer data by using SPOT Rewards Data Mining and found that creating gift baskets by using the combination of emotional meanings will help encourage customers as their desires and profiles to purchase gift baskets are different. For example, family-oriented consumers who are business owners and company employees are likely to choose baskets with business meaning; single groups of consumers prefer baskets with love meaning; consumers living with senior citizen care for baskets with respect meaning. We are confident that the combinations of the emotional meanings are a key factor in the decision to buy a basket.”
“The Colours of Celebration” is the concept to design gift baskets for 2013. It consists of three meanings: Colours of Success to make every success come true; Colours of Love to add love and care; and Colours of Harmony to complete life with colorful well-being. There are 80 different styles of gift baskets. Tailor-made baskets are also available for consumers to choose gifts by themselves. The campaign also adopts environmental friendliness by reusable items for baskets, for example; wooden gardening carts, wooden boxes used to store photo albums or books, travel luggage storage for scarves or sweaters to reinforce the concept of environmentally friendly baskets. It also has added new channels to purchase gift baskets including online shopping at www.tops.co.th / topshoponline and FamilyMart offering 8 baskets to choose from prices between 550 to 2000 Baht.
Mr. Nick Reitmeier, vice president of buying — international food, own brand, snack, berverage, alcohol, tabacco, and segafredo zanetti espresso said, “This year Central Food Hall prepares the finest items from around the world to signify Truly World Class gift baskets under the concept The Best of the World Basket. Items from every corner of the world: Asia, America, and Europe are added into gigantic wooden boxes in vintage and magnificent styles such as
European Basket: finest items from Europe in classic design/ England Basket with famous items from England/USA Basket in chic style of design with USA flag pattern/Chocolate Lover Basket is
great for chocolate lovers. There are more than 1,000 best & premium items from around the world as well as ornaments and party decoration items.”
“To boost the purchasing power, the company prepares promotional activities for real savings of 33 % discount without using point redemption. This is especially the best benefit in the market. We also increase the diversity in the choices to enjoy the privileges by working with more than six financial partners and offer alternatives of payment installments of 0% interest free for three months offered by three financial institutions. For Kasikorn credit card holders, they can earn reward points to redeem for a 12 per cent discount. It's expected the campaign will help increase sales of the gift basket in 2014 to grow 30% compared with last year, which saw 400 million Baht in sales. We target to hit approximately 1,200 million Baht in sales or a 20 per cent growth”
Phattaraporn said that the company has continued to support happiness for the soldiers under the project “Tops Share The Season's Blessing (Year 2)” to the soldiers in three southern border provinces. The proceedings of the sales from the campaign will contribute to the purchase of bulletproof vests for the soldiers in the three southern border provinces.”