Central Department Store Group, operating under the expansive umbrella of Central Retail, has created a buzz in the expat community with its latest venture—The 1 EXPAT. This membership program, developed in collaboration with The 1, Thailand’s largest digital lifestyle and loyalty platform boasting over 21 million members, significantly reshapes the shopping landscape for expatriates in the Land of Smiles. Seamlessly blended into The 1 APP, The 1 EXPAT is more than just a loyalty program; it’s a gateway to a vibrant, inclusive community and a host of online-to-offline (O2O) experiences crafted to suit the unique lifestyle of expats in Thailand.
Ms. Rvisra Chirathivat, Chief Marketing Officer of the Central Department Store Group, expressed confidence in this initiative: “We’ve identified a burgeoning opportunity within the expat segment, driven in large part by their considerable purchasing power.” In 2023, an impressive 65% of skilled expatriates in Thailand frequently shopped with them, spending 2.5 times more than the average local shopper. This undeniable trend has not only fueled growth but also spurred Central Retail to tailor The 1 EXPAT as an exclusive service poised to enhance and streamline shopping for expats residing in, or visiting, Thailand.
Renowned as a one-stop destination for expat lifestyle needs, Central Department Store Group boasts a comprehensive approach to living. Armed with this robust foundation, they have rolled out The 1 EXPAT to better serve the eclectic tastes and requirements of the expat community. This strategic move fits snugly into their 2024 customer-centric strategy, which emphasizes growth and relationship building within the expat segment as a pivotal focus area.
Striving to Become Thailand’s Foremost Expat Community Hub
The aspirations for The 1 EXPAT stretch far beyond providing retail privileges; it aims to morph into Thailand’s leading expat community hub. By offering a wealth of exclusive activities and year-round festivities, The 1 EXPAT guarantees an immersive shopping journey along with myriad opportunities for its members. Be it attending exclusive events, securing priority access to pre-sales, relishing special promotions, or enjoying personalized shopping adventures, The 1 EXPAT’s commitment to cultivating a meaningful rapport with the expat community is unwavering.
Unparalleled Shopping Privileges Through Central Group Synergy
What differentiates The 1 EXPAT from other programs is its ability to provide year-round, all-encompassing privileges across Central Group’s extensive business network. This thoughtful amalgamation ensures expats feel supported and catered to in different life aspects, delivering a wholesome lifestyle experience. Members enjoy not only exclusive benefits at Central and Robinson Department Stores but also access a smorgasbord of top brands including TOPS, Supersports, PowerBuy, B2S, CMG, Centara Hotels & Resorts, Thai Watsadu, goWow, BnB Home, and Auto1. Future plans envision expanded partnerships with establishments such as hospitals, airlines, wellness centers, and additional premium brands.
Riding on the synergy of Central Group’s esteemed brands, The 1 EXPAT elevates what traditional membership programs offer, crafting a newfangled, more engaging customer interaction. Reinforcing its commitment to delivering exceptional value, The 1 remains Thailand’s largest loyalty platform, boasting over 21 million members—equating to about 30% of the population. It offers unmatched experiences and privileges through an impressive network of over 3,000 partners and 32,000 service points spread across the nation.
Kawin Tangudtaisak, Managing Director of The 1, noted, “As Thailand’s leading Digital Lifestyle & Loyalty Platform, The 1 is devoted to providing a seamless digital experience fine-tuned to the lifestyle needs of our members, including the expatriate group in Thailand—a key segment for whom we have devised a personalized and hassle-free journey. By joining The 1 EXPAT, members are treated to conveniences like checking point balances, redeeming points, managing profiles, and accessing exclusive privileges tailored expressly for them.”
Why Join The 1 EXPAT?
Being a part of The 1 EXPAT allows members to collect The 1 points on every purchase across Central Group and its allied businesses. These points are redeemable for cash coupons and exclusive deals spanning luxury hotel stays, entertainment, beauty treatments, and a plethora of enticing offers. Via the app, members can track their point history, delve into core privileges, manage their profiles, and uncover tailor-made deals—crafting a truly unique loyalty experience.
How to Become a Part of The 1 EXPAT?
- Download: Begin your journey by downloading The 1 APP
- Register: Set up an account using a Thai phone number and your passport details
- Verify Information: Head to the customer service desk at any Central or Robinson Department Store with your passport and visa or work permit for verification
- Scan QR Code: Simply scan the QR code provided by the customer service representative
- Receive Discount: Post-verification, you’ll receive a 5% discount e-coupon, valid for a single use within two weeks
- Join The 1 EXPAT Program: Finalize your enrollment within two weeks of receiving the coupon
The inauguration of The 1 EXPAT signals a monumental stride in Central Group’s commitment to the expat community in Thailand. By intertwining shopping privileges, vibrant community interactions, and seamless digital integration across Thailand’s most expansive retail network, The 1 EXPAT is more than just a loyalty initiative; it transcends, offering a holistic lifestyle solution catering to the nuanced needs of expatriates. As Central Group continues its ambitious partnership expansions and enhancements, The 1 EXPAT is set to revolutionize the retail experience for Thailand’s flourishing expat community, setting fresh benchmarks in retail innovation and customer engagement.
This is fantastic! I feel like The 1 EXPAT is really going to be a game-changer for us expats in Thailand.
It’s a great idea, but I’m skeptical about the execution. Loyalty programs sound nice on paper, but do they really offer much more than occasional discounts?
I see your point, but the integration with multiple services seems promising. It’s about convenience and being part of a community, not just discounts.
I agree with Anna. The community aspect could really add value, especially when you’re away from home.
I’m more interested in how this is going to impact the local economy. Is it just another way for big companies to make more off us without tangible benefits?
I totally get that concern, John. It’s about whether The 1 EXPAT will uplift local businesses or just channel more money to Central Retail.
Honestly, if it helps us connect better services and get to know the local culture, I think it could benefit locals too by increasing sales.
Can someone explain how using a Thai phone number for registration makes sense? Do all expats in Thailand have one?
Honestly, I just want to know if this means more points for my morning coffee at Central. Anything beyond a nice latte is just a bonus.
Haha, I feel you! It’s the little things that often make programs like this worth it.
Not sure if that’s where the focus should be, but hey, priorities, right?
This sounds like typical corporate pandering to me. They’re just repackaging standard loyalty perks as something ‘exclusive’.
I think it’s pretty cool that they’re offering something tailored for expats. It’s not just about shopping; it’s an acknowledgment that we are a significant part of the Thai economy.
Has anyone thought about data privacy? Having to provide passport details and use the app makes me a bit uneasy.
I was thinking the same! Data privacy should definitely be prioritized, especially with sensitive information involved.
In today’s world, it’s kind of inevitable if you want personalized services, but yes, caution is always good.
It’s always the big brands getting bigger. Wonder if expats will actually support smaller Thai businesses through this.
Agreed! I enjoyed discovering small local shops and cafes. Hopefully this won’t overshadow that part of expat life.
Can tourists join too, or is this strictly for residents? Would love the perks while I’m there!
From what I read, you need a work permit or visa, so it seems targeted more at residents. But maybe they’ll expand it!
I love the idea of a thriving expat community hub. It’s about time someone thought about this; it can be isolating at times.
Are there similar programs anywhere else? Or is Thailand leading the way here with this initiative?
I wonder what kind of deals are actually available. Are we talking real savings or just gimmicky discounts?
It’s awesome to see such efforts, but I hope this doesn’t make living costs for expats even higher in the long run.
Good point, Sara. Living abroad already has enough hidden costs without enticing us to spend more!
The key here is execution. It could either be a groundbreaking integration or just another app on everyone’s phone.