Unilever Thai Trading Limited and Central Food Retail, one of the largest consumer goods manufacturers and distributors in Thailand, is putting the emphasis of the second year of its “SPOT Vitality Club by Unilever” campaign on improving brand loyalty and achieving an 8 per cent increase in sales. At the same time, the company will be focusing on the privileges and activities with which its adds vitality to customers’ lifestyles in response to today’s consumer demands.

Mr. Chanin Archjananun, Vice President, Customer Development of Unilever Thai Trading Limited, said that its cooperation with Central Food Retail in the  “SPOT Vitality Club by Unilever” campaign would grow in its second year to create new vitality to customers’ lives with multiple privileges, a generous number of gifts, as well as multiple activities tailored to customers’ lifestyles to match their interests more specifically.

“SPOT Vitality Club by Unilever is part of our mission to develop products and produce innovative new ones to create a good quality of life for our customers,” said Mr. Chanin.

“Our research shows that our customers have a variety of lifestyles, so our products and promotions should be similarly varied to suit them, so that they can choose the products that best match with their own lifestyle.

“Our mission is to add vitality to our customers’ lives in three ways, which we’ve called the 3 Ps. The first is Portfolio, meaning the innovative products we are developing in nutrition, hygiene, health and beauty to suit customers’ requirements. Second is Partnership, which means our coordination with other organizations. The third P is People and their own participation in adding vitality to their lives


“The ultimate target of our mission is to improve our customers’ quality of life so that they can feel good and look good every day, and get more out of life. We believe that “SPOT Vitality Club by Unilever” exemplifies our mission, and that we shall be sharing some of our profits with our customers,” said Mr.Chanin.

Mrs. Chiranun  Poopat, Senior Vice President, Buying and Marketing of Central Food Retail Company Limited, said that the two companies wanted to provide customers with a new shopping experience related to their own varied, modern lifestyles, and also offer them privileges that would be beyond their expectations. The feedback from last year had been excellent, she said. More than 1.5 million customers had responded to the offers to take part in their campaign, and as a result, total sales of Unilever products had risen by more than 8%.

She added that Central Food Retail Company Limited had recently launched a new marketing strategy, “Daily Fresh Ideas at Tops.” It was a new form of communication with customer that would match both customers’ new lifestyle requirements and also the objectives of “SPOT Vitality Club by Unilever” campaign.

From now on, they would emphasise Targeted Marketing to increase privileges for their customers to suit their modern lifestyle, in order to create brand loyalty for Unilever products and Central Food Retail Supermarket, and to develop their long-term relationship.


In the “SPOT Vitality Club by Unilever” campaign’s second year, cardholders could expect many more privileges, for example a wider variety of gifts and special promotions to earn more points. Cardholders would earn two points for every purchase of 25 Baht, and  if they earned double points from a special promotion, many workshop activities would be available to them, such as courses in beauty, food for health and trendy decorating, or enjoyable trips and excursions exclusively  for club members/ cardholders.

“Our cooperation with Unilever is one of our CRM strategies entering its second year,” said Mrs. Chiranun. “We believe that in this competitive world, those who have a deep understanding of customer behaviour will be able to create marketing activities and develop good, long lasting relationships with customers.

“The “SPOT Vitality Club by Unilever” campaign will also give more value to SPOT Rewards Cardholders. Not only will they earn multiple privileges by shopping for Unilever’s products, but they will also be enjoying a new shopping experience. It’s our latest CRM strategy to create a new image for all Central Food retail supermarkets -- Tops Super, Tops Market, Tops Daily and Central Food Hall.

“Our cardholders of “SPOT Vitality Club by Unilever” will earn one point for every purchase of 25 Baht, and two points when there’s a special promotion with double points (X2). Cardholders can check their points and receive gifts in return at customer service points in all supermarket branches of Central Food Retail. Your points will be accumulating from today until June 2008”, said Mrs.Chiranun.