It is the step into the online channel of Central Retail with efforts to integrate sales channels into Omni Channel. It has been a few years since the start of the issue. Because there are products and sales channels ready It remains only to be serious about small problems.
The thumbsup team participated in a group interview with Nicolo Galante, President of Central Retail Corporation Public Company Limited, regarding the growth of online sales channels at 11.11 Expo, including investing in innovation for Step into being a true omni channel mall
Nicolo said that Central Retail’s online growth is It is very good From the table on the left-hand side of the picture you can see that Since the start of 2020, when the global issue of COVID-19 is facing, consumers are increasingly interested in purchasing products on Central’s online channels.
This resulted in the Q3/20 performance figure at 234% compared to the same quarter of the previous year, with the best-growing product category in the past nine months of the year being beauty, sports, home goods. And kitchen Television and entertainment products account for 40% of Central Retail’s Omni Channel platform sales.
Number of users of the Omni Channel platform (Including the storefront, webpage, and new channels) of Central Retail, approximately 10% of all customers. Together with Power Buy customers who use the service another 10%, totaling 20%.
In addition, the 11 Double Mega Sale campaign also set a record of the best online sales in all possible history, totaling 230 million baht in a single day. New channels such as Chat & Shop and Call & Shop help increase sales of 85 million baht.
While the storefront amounted to 475 million baht, the number of points redemption of The 1 members was a record as well as 7,000,000 points within a single day.
However, the fashion products of the Central Group’s brands sell so well that they have a 1.7-fold increase in sales, or about 230 million baht, thanks to promotions that run simultaneously both online and offline. Making sales 8 times higher than normal average
The new sales channels That has been opened for service since last year.
- Service Chanel – Chat & shop and call & Shop (Contact via communication, there will be a staff of the brand to help purchase if it is inconvenient.)
- Relation Chanel – outbound call PC / BA, Remote Personal Shopper, Store Line
- Inspire & Promote Channels – FB Live, Brand Line
However, our Omni Channel’s strengths are Either it is buying at a branch or on the website, it will experience the same way, for example ordering products on the website central.co.th And pick up the product at the branch within 1 hour or if the product at the branch is out of stock, you can pre-order it for delivery at your home or the nearest branch
Service via Power Buy’s full omni-channel platform, starting in 2019 at Central Department Store. Beginning in Q42020 and will be linked to other product groups (Cross-listing) by Q1 / 2021, expected to be fully open to all stores within 2 years.
At the moment, there are products that can be sold as an omni-channel.Almost 1 Millions of pieces are expected in a year. 2021 Will have almost 2 Million pieces and years 2022 Will increase to almost 3 Million pieces
All of these products are divided into Power Buy, Super Spot, Tai Materials, on Omni Channel. 100% of Central and Robinson have 50% of their inventory, 50% of food-related products and b2s are available.Less than 50%
The challenge of moving towards a full-fledged Omni Channel platform is to drive all stores into the Omni Channel platform. Developing a precise system to link each step. Changed consumer behavior
In the future, customers will be accustomed to the order immediately. With the goal of minimizing errors And relying on cooperation from all employees to help customers recognize the service
Including various sales promotions in order to drive the full use of the Omni Channel platform by 2021 and start generating sales in 2022.
At this time, the channel for stock management To provide Omni Channel services at Central Retail, namely
- Distribution center (Distribution Center) at Bangna, used as a center for collecting and delivering products to customers Newly opened last September.
- Storefront in a mall
- A management system that helps assess which channel is most suitable and effective for a particular order.
Measures for Central Retail’s Omni Channel platform’s growth include sales, profits, which are now breakeven, showing good signs. Including customer satisfaction We want our customers to get good products and quality services. Central Retail aims to be the No. 1 Omni Channel retailer. Of brands, shopping, lifestyle products
Among the strategies that will help boost Omni-channel sales growth next year are:
- Improve your customers’ online shopping experience Improving the shipping process (Logistics) Consolidating the website of each store into one place to allow customers to come and find all the products they want.
- Find motivation to make your customers feel excited. And keeping customers engaged, such as adding games Various competitions go down on the platform.
- Making the storefront to be modern with technology (Digital features) to make customers more comfortable.
