Page 108 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

Sales of goods under Fashion segment are primarily comprised of in-store sales, with additional sales generated
through omnichannel. Omnichannel contributions to Fashion has increased by 91%, 263%, and 82% for 2019, 2020,
and 2021, respectively.

Central Retail offers numerous private labels under Fashion segment, which primarily comprise credit sales. Private
labels accounted for 6%, 6%, and 5% of Fashion segment’s total sales revenue for 2019, 2020, and 2021, respectively.

EBITDA of the Central Retail’s Fashion segment amounted to THB 15,458 million, THB 7,011 million and THB 7,080
million for 2019, 2020 and 2021 respectively.

1.2.3 Marketing and Competition

1.2.3.1 Customers and Marketing

(1) Customer Base

Central Retail aims to reach the full spectrum of customer cohorts in Thailand, Vietnam and Italy. Central Retail’s
analysis of local customer tastes and preferences helps to drive its decisions with regard to store openings, including
the appropriate brand, store format and merchandise mix to deploy at a particular location. Tourists are also an
important cohort of Central Retail’s customer base in select locations, especially in Fashion segment.

The current customer base represents a broad cross-section of the public in each of Thailand, Vietnam and Italy.
According to data obtained from Central Retail and The 1 loyalty program, Central Retail had approximately
18.5 million loyalty member customers in Thailand as of 31 December 2021. Although Central Retail’s network in
Thailand is nation-wide, the level of market penetration in upcountry areas is relatively low compared to Bangkok,
so expansion in upcountry areas is among Central Retail’s key growth strategies. Central Retail also had
approximately 4.1 million loyalty member customers in Vietnam and approximately 2.8 million loyalty member
customers in Italy as of 31 December 2021.

Loyalty Programs

Central Retail’s principal loyalty programs comprise The 1 loyalty program in Thailand, the Big Xu Card in
Vietnam and the Rinascentecard in Italy. Central Retail believes that having strong loyalty programs offering
valuable benefits helps to improve customer loyalty and drive repeat visits within Central Retail’s retail ecosystem.
Under The 1 loyalty program, the customer retention rate for active users was 80.0%, 75.9%, and 76.6% for the
years ended 31 December 2019, 2020, and 2021, respectively.

• The 1 Loyalty Program

Central Retail participates in The 1 loyalty program, which is the Central Group’s flagship customer loyalty
program in Thailand. The 1 loyalty program members are able to collect points through every purchase made
from business units under the Central Group and its platform partners in Thailand, including all of Central Retail’s
business units. Points may be redeemed for vouchers or discounts on future purchases at participating retailers,
including Central Retail’s business units and platform partners. The 1 loyalty program members are also entitled
to special privileges and offers for travel, entertainment, beauty, financial services, restaurants, hospitals, music,
schools and sports through its business partnership network.

108 Annual Report 2021 (Form 56-1 One-Report)