BANGKOK, 5 JANUARY 2022
Frasers Property Commercial (Thailand) or “FPCT”, a leading grade A commercial property developer in Bangkok’s CBD, unveils its 2022 business strategy to adopt a ‘Fluid Approach’ in progressing its retail business with the aim to create a brand-new experience for customers on the fly. The high performance of such real-time marketing strategy is evidenced by the success of Samyan Mitrtown, which has become one of the most popular checked-in places in Bangkok. Forging ahead into 2022, FPCT is ready to launch its new retail space at Silom Edge, the new Sandbox community.
Ms. Thiranant Kornsritipa, Executive Vice President, Retail Business Development of Frasers Property Commercial (Thailand), said: “FPCT is taking on 2022 with our solid business strategies, large existing customer base and strong alliance with our business partners. The key to success in an era in which businesses face challenges and uncertainties is to stay agile and ready to adjust strategies and marketing plans in a timely manner, and that will allow us to overcome obstacles effectively. We have also enhanced our B2B business to a partnership model that helps us get closer to our customers. We therefore understand the real problems and requirements, as well as being able to offer solutions that effectively meet the needs of tenants and customers. The addition of a new project like Silom Edge to the retail portfolio will not only expand our capacity to support customers’ demand, it will also grow our portfolio, thereby increasing revenue and diversifying portfolio for the Company.”
To provide a truly seamless shopping experience aligned with Frasers Property’s retail business in other countries, in particular, Singapore where Frasers Property is one of the leading owners and managers of suburban retail malls, FPCT drives its retail business by creating and delivering spaces that encapsulate the idea of “Inspiring Everyday Experiences” to shoppers. Owing to FPCT’s expertise and Frasers Property Group’s acclaimed know-how in retail space development, FPCT’s projects are distinguished from those of other developers. This is reflected in the four operational guidelines as follows:
- Fluid Approach – Real-time marketing strategy is adopted to gain customers.
- Redefining Physical Location – More open and adaptable spaces are created to be the community’s go-to retail destination.
- Leveraging Digital Technology – Payment with digital currency is enabled in order to increase convenience and safety for customers. In addition, service quality is enhanced by the MitrCare application. Recently, the Company collaborated with KBTG to add the purchasing system platform, or E-Catalogue, with the aim of providing support to tenants 24 hours a day.
- Hygiene and Safety Practice – The Company has also put in place COVID-19 preventive measures to ensure the health and safety of the community. These include strict screening of customers at temperature checkpoints, social distancing, mandatory wearing of masks as well as cleaning and disinfecting regularly as required.
This year, the Company is planning to expand its retail portfolio with the latest project on the prime corner of Silom Road, called Silom Edge, specifically targeting the new generation and start-up community. This serves as a platform to provide all-inclusive services to facilitate business start-ups. At present, Silom Edge is under development and will be ready to open in September 2022. Its retail space will serve shoppers and customers with two retail zones operating from 11 am to midnight and the 24/7 space, which offers eateries, a convenient store, selective lifestyle shopping etc.
An overview of the retail operations in the FPCT portfolio over the past year:
Samyan Mitrtown
Despite the impact of the prolonged COVID-19 situation last year, FPCT has maintained an occupancy rate as high as 98%, with an average of 55,000 visitors/day following the reopening. It attests to the success of the Fluid Approach and visitors’ confidence in Samyan Mitrtown’s safety standards. In 2022, Samyan Mitrtown is launching a large-scale campaign, Rean Town, to reinforce its position as the hub of dining and learning.
Silom Edge
Serving as a sandbox community, this brand-new mixed-use project consists of seven floors of office and retail space, totaling over 10,000 square meters, with a zone operating until midnight every day to cater to the lifestyle of the new generation. The entire project provides supports for entrepreneurs and start-ups who want to test the market and sell products through retail sandbox platforms, as well as promotes the cashless society and supports payment for services with Crypto currency.
