Whether you’re shopping for groceries in Bangkok, a new shirt in Phuket or a camera in Chiang Mai, it’s likely that you’re buying from an entity owned by Central Group, the largest retail company in Thailand. With more than 3,500 locations across retail, department and grocery stores, and malls, hotels and restaurants, Central Group commands a sizeable wallet share in Thailand.
The company knew that it’s one thing to be everywhere; but another to meet each individual customer’s specific needs at precisely the right times and places. Central Group wanted to provide personalized, surprise-and-delight moments. The company sought to use real consumer data to create more meaningful experiences and interactions with customers.
Dr. Ton Chirathivat, President of The 1 Central, knew the company had a data goldmine in their loyalty program called The 1. The key, would be in building The 1’s data capability and, ultimately, accelerating an enterprise-wide customer-centric transformation.