CRC unfazed by new Covid outbreak
Company shifts focus to speeding up investment in technology and renovation of stores
Central Retail Corporation (CRC), the SET-listed retail arm of Central Group and the country’s biggest mall operator, insists on continuing its domestic investment despite the fresh outbreak.
Piyapong Thanyasrisung, store and supply chain director of Central Department Store Co and Robinson Plc under CRC, said the investment plan for this year remains intact, but the company is shifting focus to speeding up investment in technology and renovation of 13 existing stores.
Details on the investment budget were not disclosed.
“The outbreak is another challenge and businesses have to quickly adapt,” he said.
“Our investment is going to gear towards technology supporting distribution centres and operations. This is to help strengthen the Central application that allows customers to buy products at Robinson Department Store starting next week, followed by products at PowerBuy, Supersports and Tops Supermarket in March.”
All products under CRC will eventually be sold via Central App by June, six months ahead of its preliminary schedule.
“Within three weeks of the fresh wave of infections, customer traffic at Central and Robinson Department Store declined by 30-50%, depending on location and province,” Mr Piyapong said.
“Consumers still feel nervous about the outbreak.”
In addition to strengthening the Central app, he said the company is accelerating the renovation of 13 stores this year.
Of the total, three are Central Department Stores at Chidlom, Lat Phrao and Rama II branches, while 10 are Robinson stores.
“We continue to invest for the future,” said Nicolo Galante, CRC president.
“We are also launching an omnichannel shopping service with an emphasis on cleanliness and safety protocols to make every visitor feel safe.”
Rvisra Chirathivat, customer director of Central Department Store and Robinson, said the experience from the first outbreak left the company better equipped to tackle this new wave.
The pandemic is encouraging people to shop more online, either via app or other shopping channels, she said.
This resulted in a 12-fold increase in its sales growth on Central Chat & Shop, Central Call & Shop and Facebook Live last year.
With a significant leap in demand and Covid restrictions hampering in-person shopping, the company is launching on Jan 20 Personal Shopper, a free Call & Shop service on 1425, with a special assistant exclusively for individual customers.
Personal Shoppers previously only served VIP customers.
Some 1,000 staff were trained to provide this service, expecting to lure hundreds of thousands of shoppers per week, said Mr Piyapong.
The outbreak is another challenge and businesses have to quickly adapt. PIYAPONG THANYASRISUNG STORE AND SUPPLY CHAIN DIRECTOR, CRC