Central upbeat on last-quarter sales

Two campaigns are launched to boost sales by Bt8.6 billion.

"We have seen the local economy starting to take off. The only worrisome factor is the political problem," Piyawan Leelasompop, vice president for marketing, said yesterday.

President Yuwadee Chirathivat said earlier that the company expects to expand full-year sales by 5 per cent to Bt27 billion.

The two year-end campaigns are called "Central/Zen Midnight Sale 3: The Origin" and "Central Let's Celebrate 2010".

Costing Bt75 million, the midnight sale, which Central Department Store claims to have pioneered, will be held from tomorrow to next Tuesday with special discounts of up to 60 per cent on offer.

The event is expected to generate Bt750 million in sales over its seven-day period.

The Bt870 million "Central Let's Celebrate 2010" is expected to return Bt7.8 billion in sales over its run from yesterday to March 9. The highlight will be exclusive concerts by two popular Korean bands - Shinee and T-Max.

Piyawan said shopper spending at Central stores had roared back since the third quarter of this year. Average spending per basket of Bt2,000-Bt2,800 last quarter was an improvement over Bt1,800-Bt2,500 in the first quarter.

"Our sales in September jumped by 7 per cent compared to the same month of last year. It is higher than the average sales growth of less than 5 per cent year in the first two quarters," she said.

Yuwadee has said the company achieved 7-per-cent growth year on year in the third quarter. The company expects to do better than that in the final quarter.

Piyawan said Central wants to extend its shopper profile to the younger generation, which can be convinced quite easily by attractive promotions and campaigns.

"We want to increase the ratio of young shoppers aged 18-30 to about 40 per cent in five years. Today, about 80 per cent of shoppers at Central Department Store are 35 and up. It's a long-term strategy to develop more loyal customers," she said.

Stores, including merchandise and displays, would be revamped to attract younger shoppers. Insight studies of these young consumers will be conducted actively. Also under consideration is the installation of facilities preferred by younger shoppers, like WiFi and touch-screen in-store media.

The online shopping channel would be rolled out next, by the middle of 2010, starting with fashion and accessories, as well as home products.

About 20,000 products would be available on the website - www.central.co.th - and shoppers would be allowed to browse and make their payments online, as well as look for updates on fashion trends.

  PIYAWAN LEELASOMPOP, centre, vice president of marketing at Central Department Store, yesterday introduces two major year-end campaigns - Central/Zen Midnight Sales and Central Let's Celebrate 2010 - set to generate combined sales of Bt8.6 billion.