Inside The Mall Group’s approach to customer satisfaction

What: Voralak Tukaphorn, CMO at The Mall Group, reviews the recent advances made by the group in marketing and customer satisfaction.

Why it is important: Thailand is way ahead when it comes to service customisation

The Mall Group, a prominent Thai retail conglomerate, is driving a significant shift in retail through enhanced digital integration and customer-centric strategies, as shared by their Chief Marketing Officer, Voralak Tulaphorn, in an interview with Retail Asia. The company has revamped its online platforms to offer more personalised shopping experiences, with a focus on understanding individual customer preferences for faster and more tailored service.

Key innovations introduced by The Mall Group include "chat and shop" and "call to order" services, which facilitate personalized interactions and streamlined shopping processes. Tulaphorn highlighted the trend towards omni-channel shopping, noting the group's initiatives like live stream shopping events and augmented reality features that aim to create immersive, engaging consumer experiences.

Additionally, the group is navigating challenges in the e-commerce sector, such as high delivery costs, by promoting "click and collect" services that also offer upselling opportunities during store visits. Despite the labor-intensive nature of implementing AI for personalization, The Mall Group remains committed to enhancing its digital capabilities, including the future integration of more AR and VR technologies to improve in-store navigation and engagement.