Page 109 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

Central Retail joins the privilege program for The 1 18.5 million The 1 loyalty program members (as compared
membership, the number one Digital Lifestyle & to 13.1 million members as of 31 December 2017).
Loyalty Platform in Thailand under The 1 points
management contract between Central Retail and Currently, The 1 has discontinued the use of The 1
The One Central Company Limited, a subsidiary Card and paper coupons and compiles all the
of HCDS, which specifies important key terms with shopping experiences on The 1 Application instead.
respect to managing marketing, program benefits, In 2021, The 1 has developed The 1 Application to be
cost, member data utilization and analytical version 4.0 under the concept “Your Everyday
programs. Central Retail has a duty to pay for Lifestyle Application” that members can access
the service according to the conditions specified in the daily. It consists of new features that are more than
membership card service agreement. Central Retail’s collecting, redeeming, checking points, such as the
data collection and the privilege program of The 1 E-Payment feature by integrating the Dolphin Wallet,
membership reveal that the customers consider multi- which allows members to instantly scan and pay
format stores to be able to satisfy their shopping needs. via The 1 Application. The 1 Today’s feature offers
interesting news and lifestyle content to inspire and
Each The1 loyalty program member provides customer main engine to help customers shopping. The success
specific data upon registration with the program. of The 1 Exclusive, The 1’s Top Members customer
The 1 loyalty program data base also collects additional care program was highlighted with the new launch of
information about each purchase made by its members, The 1 Exclusive Hub on The 1 Application for all services
including the business unit, the product, the payment and benefits to facilitate premium customers more
type and selling period. Subject to relevant legal and effectively. The 1 Family Hub, an Online Community
contractual conditions, it then provides Central Retail Hub for the new generation of families was also
with an access to this information and analytical tools launched on The 1 Application, compiling knowledge,
that help Central Retail to deliver a better customer rewards, missions and promotions for families and
experience, particularly with respect to omnichannel babies from partners and leading stores, especially
platforms. More details can be found in the topic for mothers and children. This is considered as an
“Nature of Business - Omnichannel platforms”. extension of the special experience which creates
As of 31 December 2021, there were more than better engagement for both groups of customers.

Annual Report 2021 (Form 56-1 One-Report) 109