Page 52 - CRC_One Report 2021_EN

Business Overview and Performance Corporate Governance Financial Statements Enclosure

• Food segment has launched CHEF YIM Application, providing a full range of services for restaurants
on the platform E-commerce provides access to good quality food ingredients at affordable prices.
Another application launched was CHO YIM, which provides services for grocery stores, both goods
and technology. Baby & Me located inside Tops Supermarket, equipped with a variety of baby
products. THE BAKER, a bakery shop which can be purchased online via Tops Online or Grab Food.
In addition, Central Retail has also launched Tops Vita, a vitamin and dietary supplement store both
domestically and internationally. In 2021, it also launched PET ‘N ME, a fashion and lifestyle store for pets,
plus utensils and food.

• Fashion segment launched KIKO Milano, an Italian makeup and skincare brand’s first store at Siam Center.
Moreover, Garmin and Clark brands have been launched under Central Marketing Group business.

4. Extract Synergies across Businesses

Due to the Central Retail’s various businesses segments, consequently, synergies were formed in many
projects to increase revenue, reduce costs, and create a supportive society among business units.
The synergy includes improvement of the operations by increasing more cooperation management within
Central Retail to reduce product cost, increase bargaining power due to higher purchase volume, reduce the
operational process and cost through efficient business operations, offer more variety of products to meet the
needs of customers, and enhance sales opportunities. These synergies have been carried out across all segments.
In addition, Central Retail has synergized the purchasing and selling power within its network, allowing the business
units to purchase and sell more products within the network. For example, the construction materials and services
from Thai Watsadu (Baan & Beyond / BNB Home) are sold to other business units for their new store construction.

5. Optimize Customers Data Analytics to Foster Customer Loyalty
and Drive Sales

Data aggregation and newly introduced analytics enable Central Retail to offer a more personalized and holistic
shopping experience for the customers, which helps to strengthen customer loyalty and ultimately drive increases
in sales. Central Retail’s participation in loyalty programs across Thailand, Vietnam and Italy and the breadth
and depth of its multi-format and omnichannel platforms provide Central Retail with multiple channels to collect
and aggregate customer data, including age, income, occupation, geographical location and spending patterns.
Central Retail plans to utilize data analytics provided by The 1 loyalty program and its internal sources to process
customer data into increasingly individualized profiles that can help to determine consumption patterns, levels of
wealth and other customer attributes. Data from The 1 loyalty program also informs Central Retail’s strategic decision
making, allowing its management to determine membership penetration down to the district level in many cities,
thereby showing where Central Retail can leverage customer data to drive sales in high penetration areas (where
the number of The 1 members is high as compared to the local population), such as Bangkok, and leverage its
omnichannel and delivery capabilities to (i) extend its reach into areas where Central Retail has few or no physical
stores, where stores have limited coverage or where the number of The 1 members is low, and (ii) drive increases in
the number of The 1 members to improve the penetration rate. Central Retail then plans to make this data available

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