RETAILING MARKETING

Mall starts new limo service

PITSINEE JITPLEECHEEP

The Emporium shopping centre has introduced a new limousine service for premium customers in a bid to woo clients, even as consumer confidence continues to sink on economic uncertainties. Local retailers report weak sales of big-ticket items including luxury watches, imported fashion goods and jewellery as more households seek to curb spending.

Natsamon Vongkittipat, the assistant chief marketing officer of The Emporium department store, said the store hoped its new campaign, aimed at Emporium Platinum cardholders, would help spur spending.

The company is working with Land Rover (Thailand) on the promotion that runs until the end of the month. Under the programme, a luxury Land Rover will pick up and drop off customers at any destination in Bangkok.

Mrs Natsamon said the company sent about 20,000 direct mails to Emporium Platinum cardholders to inform them of the service. The offer is available to customers, regardless of sales volume.

''We are concerned about the spending of each cardholder. We want to build our long-term customers and we want The Emporium to become the first choice for shopping. A low spender today might become a top spender in the future.''

Mrs Natsamon said the project was the first of its kind in the Thailand retail market. It aims to retain customers during times of economic uncertainty while gradually increasing customer loyalty.

Currently, there are five Land Rovers to service customers on a first-come, first-served basis. If the service receives a positive response from customers, The Emporium will consider adding more vehicles. Platinum card holders can make reservations three days in advance through the Land Rover call centre from Monday to Friday between 9 am and 6 pm.

Apart from limo service, Mrs Natsamon said the company planned to expand its ''personal consultant'' service beyond its Platinum cardholders to Prestige members.

Bangkok Post
Tuesday April 03, 2007