Page 216 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

The Company did renovation and rebranding its existing stores in all 3 countries. In Thailand, 2 Robinson Lifestyle,
Chacheongsao and Srisamarn, and 3 Central Department Stores, Ladprao, Rama 2 and Chidlom, were renovated.
Robinson Department Store Khonkaen was rebranded to Central Department Store. Also, small format stores were
renovated. In Vietnam, Big C stores were rebranded to GO! hypermarket and GO! malls. Nguyen Kim stores were also
renovated. In Italy, there are ongoing renovation projects of the flagship stores, i.e., Florence, Milan, and Roma Fiume.

In addition, the Company has developed new store formats to touch the lifestyle of customers and expanded the customer
base to cover entire Thailand and Vietnam. For example, go! WOW (home & lifestyle products), PET ’N ME (pet products),
THE BAKER (premium bakery products), Baby & Me (mom and kid products) and Tops Vita (Vitamins and supplements)
were launched in Thailand. Tops market, Thailand’s successful premium supermarket model, was introduced in Vietnam
to offer services that serve all groups of customers, especially those with high purchasing power.

As of 31 December 2021, the Company had 3.3 million square meters of net sales area and 0.66 square meters of
net leasable area, which increased by 6.1% and 10.0% from last year, respectively.

2) Omnichannel Acceleration
The Company has continuously developed a sales and service model of Customer-Centric Omnichannel Platform.
Also, the Company collaborated with business partners to fulfill respective ecosystems and to provide end-to-end
omnichannel solution that can facilitate and create new experiences for all customers, anywhere and anytime.

In 2021, omnichannel sales grew 7 times and omnichannel customers increased by 500%, compared to 2019.
In addition, these customers delivered much higher value to the Company, with spending 5 times higher and
purchasing 2 times more categories than single-channel customers. Omnichannel sales in 2021 grew 109% from
last year, accounting for 20% of the Company’s total sales. In addition, the Company has strengthened
its omnichannel platforms of all segments through key mobile applications in Thailand and Italy, namely:

• Central App, by continually adding non-food products (fashion and hardline) to fulfill consumer preferences
with a complete range of products they are looking for in one place. The application will be upgraded into
a Super App, with over 1 million items of non-food products from 5,000 brands offered, with also an offer of
prompt and hygienic product delivery within 3 hours. In addition, new features, such as The 1 Earn & Burn,
were activated to facilitate shopping of The 1 members who can access point collection and redemption
schemes for various benefits and rewards for The 1 members, etc. Moreover, it launched various promotional
campaigns to encourage customer spending. Central App has continuously expanded the number of
its users, which is currently at approximately 4 million users by the end of 2021.

• Tops App, featuring over 20,000 food products and consumer goods from the Company’s food segment to
meet the needs of today’s customers who tend to spend more time at home. It is ready to offer fast delivery
service to ensure that customers will receive fresh and quality products. Sales promotions were active to
encourage repurchasing rates of customers. In addition, the Company joined forces with business partners
in Quick Commerce, making it able to deliver products to customers’ doorstep within 1 hour to achieve another
level of convenience standard that is beyond their expectation. In this regard, Tops App has a total of
about 3 million users at the end of 2021.

• GO! App, including services available through various marketplaces for food segments in Vietnam.
The application was launched during the first half of the year and already achieved a total of about 2 million
users at the end of 2021.

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