The two centres have clearly repositioned themselves in the market through internal and external changes, Mayuree Chaipromprasith, assistant to the managing director (business promotion) of Siam Piwat, said yesterday.

Earlier the two shopping centres undertook joint marketing activities and campaigns.

Siam Centre launched its new look last November as a trendy shopping mall targeting teenagers. Meanwhile, Siam Discovery, which started renovating later and is expected to finish by this year-end, targets people aged 25 and above who have high individuality and an artistic inclination.

Mayuree said Siam Piwat would customise marketing campaigns and activities to fit the specific interests of each target group. For example, Siam Centre will arrange contests for teenagers, especially as many of them want to enter the entertainment industry - competitions to become models or stars, or activities to meet-and-greet their favourite stars.

Siam Discovery will arrange activities such as art exhibitions or unique product shopping campaigns.

Siam Piwat has also launched the Citibank Discovery Visa Card, which ropes in Citibank as its business partner, to provide benefits for adult shoppers who buy at any of 200 shops in the two malls.

At the same time, it plans to offer discounts and other benefits such as special workshops or privileges to join concerts for teenage shoppers below 22 through the Discovery Club.

The club was launched in 1996 and has 20,000 members.

However, both shopping malls will continue to arrange big joint campaigns such as the shop marathon, which is usually arranged twice a year.

This year, the company has allocated about Bt80 million as its marketing budget for the two shopping centres. Mayuree said the company had not yet concluded the budget for the next year yet, but she expects it to be 10-20 per cent higher.

Although the two shopping malls will separate their marketing activities, they will still share the marketing budget.

Siam Piwat has allocated Bt30 million for arranging campaigns during the current quarter in both shopping centres. The activities include midnight sales, which will be arranged in cooperation with Siam Paragon from December 5-11 with offerings of discounts of 15-80 per cent, concerts, fashion shows, and Christmas and New Year activities.

She expects traffic in Siam Centre and Siam Discovery to increase by 20 per cent to 120,000 visitors a day during the period.

Nitida Asawanipont

 The Nation