Page 51 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

2. Continue to Improve Omnichannel Platforms to Enhance
Customer Experiences

Central Retail’s omnichannel strategies focus on bringing both convenience and peace of mind to the customer
in the digital era, combining the best aspects of e-commerce and traditional in-store retailing by leveraging its
comprehensive retail network with its online shopping portals to create a seamless shopping experience, which
ultimately leads to increases in sales. Central Retail is already Thailand’s leader in omnichannel retailing but has
yet to deploy the full suite of omnichannel features across all of its store locations and retail banners. Achieving full
coverage of Central Retail’s omnichannel platforms across its entire retail ecosystem and extracting operational
synergies and efficiencies is a key strategy for driving its growth going forward.

Central Retail believes that its seamless integration of in-store and online experience is better suited to shopping
habits for customers in Thailand and other developing countries in Asia rather than selling product while other
competitors currently offered by its online-only including other players. Through Omnichannel platforms, customers
can enjoy the convenience of online shopping, being able to browse, research and purchase items at home or
on-the-go, and also enjoy peace of mind, knowing that there is a physical store nearby that can provide customer
service, allow inspection and trial use prior to purchase or process returns or exchanges. Data from The 1 loyalty
program shows that our omnichannel customers spend 4-5 times more than single-channel customers. Moreover,
interaction with salespersons at pickup point also increases the chances for salesperson to introduce other related
products and increases sales volume. Therefore, omnichannel platform can drive sales both online and offline
(in stores).

Operationally, Central Retail plans to continue to scale
up omnichannel capabilities to achieve network effects
and other efficiencies, further accelerating growth.
Central Retail continues to improve the online and mobile
portals through which customers can access its retail banners
from anywhere and has hired dedicated technical personnel
to drive improvements to e-commerce infrastructure.
Central Retail continues to leverage its physical network,
such as through store clustering, to lower fulfillment costs
for online orders. Central Retail also plans to aggressively
promote omnichannel platforms in-store, helping to convert
retail foot traffic into online traffic to realize much lower online
customer acquisition costs than competitors.

3. Introduce New Brand or New Format

Central Retail has continually developed its business model to better respond to consumer behavior and the changing
needs of customers. With that aim, Central Retail has a strategy to introduce new retail brands or new store format
to meet the needs and capture new customers, and expand the existing customer base, such as:

• Hardline segment launched go! WOW, a home convenience store with its first store at Baan & Beyond
Khon Kaen. As of 2021, it has a total of 15 stores. In addition, Central Retail has launched go! Power,
a comprehensive shop for electrical appliances, IT products, mobile phones, gadgets, and electronic
devices focusing more on the provincial market with promotions that can reach customers such as delivery
within 5 hours, microfinance, etc. The first store opened in Hua Hin and 3 other stores had opened in 2021.

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