Stephane Coum, Chief Executive Officer of Central Food Retail Group and President of Central Food Retail Company Limited, which operates Central Food Hall, Tops, FamilyMart, and Matsumoto Kiyoshi, said that the festive season is the perfect time for utilizing the Exponential Marketing strategy through the launch of gift baskets that give double happiness. The first step is the baskets appeal to the givers, and the second is the baskets also bring happiness to the recipients, encouraging them to come and buy the products again. This also helps the givers develop a sense of brand loyalty and recommend it to others.
The company has selected great products from 140 local communities in 49 provinces nationwide, such as fruits, processed goods, and water hyacinth basket from Bang Ta Phaen Village in Ang Thong, Ban Khlong Nok Krathung Community Enterprise in Nakhon Pathom, and hand-woven textiles from Na Muen Sri Community Enterprise in Trang, as well as local brands like Boonrawd Farm, Doi Tung, and Doi Kham, and international brands like Zvof Cereal, Smuckers, amd Arnott's. The theme of this year is "Season's Giving 2020: GIVING THE GREATEST HAPPINESS" with the concept of "small happiness from small people to show dedication in representing all parties: producers, distributors, customers, recipients and our society". This is reflected in the 72 designs, priced between 350 – 19,500 baht. There is also a designated DIY point at 10 stores where customers can select their own products and baskets and decorate them to celebrate the festive season. Customers not only get a memorable basket shopping experience but can also contribute to our society by buying the baskets, as part of the proceeds from the basket sales will be donated to support the construction of the second phase of Golden Jubilee Madical Center through Gifts for Life Project in collaboration with the Faculty of Medicine, Siriraj Hospital, Mahidol University, to improve our society sustainably.
To cater to today's consumers who seek a seamless shopping experience, Central Food Retail Group offers New Year baskets on offline stores at Central Food Hall, Tops Market, Tops SUPERSTORE, Tops Daily, FamilyMart and Matsumoto Kiyoshi, and will join forces with partners in Central Group to add pop-up stores at Central Plaza, Robinson, Thai Watsadu, B2S, Power Buy, and OfficeMate to increase awareness and improve customer journey. Meanwhile, its online channel www.tops.co.th offers a special experience - two online-exclusive gift box designs are on offer, namely Happy Box at 790 baht and Sweet Box at 1,159 baht. The company is also working with partner GrabExpress to offer speedy delivery within two hours and free delivery with 888 baht spent. A 200 baht discount coupon is also offered for every online order of the New Year baskets.
In addition, the company offers even more value with "Up to 40% Cash Back" promotion. When buying the New Year baskets in the catalogue and using any of the 12 participating credit cards, customers can get a discount or a voucher, or enjoy installment payment with 0% interest rate for 3 months with participating banks, from November 6, 2019 to January 7, 2020. It is expected that the sales of its New Year baskets this year will grow by 10% compared to the previous year, 80% from individual customers and 20% from corporate customers. The growth is thanks to its strategy which attracts the givers and appeals to the recipients, backed by the positive offline and online experience through www.tops.co.th, Tops application and LINE: @TopsThailand and @Topsonline.