CRC allots hefty budget for department store makeovers
Central Department Store Co under Central Retail Corporation Plc (CRC) plans to allocate billions of baht to renovate Central and Robinson branches this year.
Rvisra Chirathivat, chief marketing officer at Central Department Store Co and Robinson Plc, said the company would continue to renovate Central Department Store’s Chidlom branch and Robinson Department Store at Fashion Island, Rama IX and Chon Buri this year, catering to changing customer lifestyles and welcoming back foreign tourists.
“Thailand’s retail market is likely to be more active this year, while our department store sales are expected to be on par with the pre-crisis level as customers returned to our stores since the final quarter of last year. The momentum is continuing to gather pace,” she said.
The company is renovating several stores to match customers’ requirements, said Ms Rvisra.
Central Department Store also wants to communicate with Chinese tourists via digital advertising and team up with payment partners to prepare at least four translators to help handle Chinese travellers at key tourist branch destinations, she said.
Products will be redesigned to serve their needs, said Ms Rvisra.
The company wants to strengthen its department stores to stay competitive, she said.
Renovation has begun at Central Chidlom, aiming to make it a more luxury boutique branch with expensive foreign brands and exclusive products and services, said Ms Rvisra.
Another goal is to strengthen omnichannel shopping services, she said.
In a related development, the company recently launched Public Market, a place for young customers to enjoy food, dessert and drinks, on the connection area between Central Chidlom and Central Embassy.
Public Market provides 10 chic food and beverage brands such as Ba Hao Tian Mi, El Mar, Grazia Gelato & Coffee,
Guljak Topokki & Chicken, John Donut, Little Market, Machi Machi, Pash Juice Bar and Yuji Ramen.
Near Public Market, Central Department Store also opened Public Lane, with eight food shops such as SaladStop!; An Com An Ca, a Vietnamese eatery; and Fa Pla Than restaurant from Iberry Group.
In addition, the company is considering extending the retail space of Central Department Store in the second phase of Megabangna this year in response to the changing retail landscape in the Bang Na district, according to Ms Rvisra.
The move is meant to cope with the economic growth spurred by the government’s Eastern Economic Corridor project.
Robinson Department Stores branches at Fashion Island, Chon Buri and Rama IX area are also set to undergo a facelift this year.
“We believe the department store is the future of retail and we want to make ours the showcase of Thailand,” she said.