Central Food Retail and its 3,000 suppliers, including 60 leading brands, have joined together to introduce a new promotion to ease customers’ financial burden. It is the SPOT Money Back campaign, and the company invested 340 million baht to sustain its customers’ loyalty. 

 “We are the first retailer in Thailand since 2004 to launch Customer Relations Management (CRM) strategies into the business through our SPOT Rewards Card program, and now we have more than 3.8 millions members,” said Miss Phattaraporn Phenpraphat, Vice President – Marketing & Public Relations, Central Food Retail.

“Central Food Retail understands the current economic slowdown and wants to help our customers with this new SPOT Money Back campaign. Our SPOT Rewards Card members usually receive four main benefits, Discount (discounts on products), Personal Shopping List (special discounts on a selected shopping list), Delight (promotions and premiums) and Privilege (activities exclusively for card members).”

In the SPOT Money Back campaign, with 400 baht customers spent, they will amass 40 SPOT points, with every 10 baht will earn one SPOT. When they have collected 200 SPOT, customers will be automatically entitled to a cash voucher worth 20 baht. In the first period of the promotion, customers can earn extra SPOT from 3,000 participating products from 60 leading brands, and another 15,000 – 20,000 items will join in this promotion soon.

“To emphasise the benefit of being TOPS and Central Food Hall customers, the company creates added value for them with its range of benefits,” said Miss Maytinee Phisutsinthop, Vice President – CRM & Brand Marketing of Central Food Retail.

“To sustain customer’s loyalty, Central Food Retail invested more than 340 millions baht in the SPOT Money Back campaign. It is our latest innovation, and with the advantages of marketing, technology and money reward we can pass on the best benefits to our customers. Central Food Retail believes that it is the right CRM strategy to respond to every customer’s needs.”

Central Food Retail plans to promote SPOT Money Back campaign with Integrated Marketing Communication, Above The Line plans, such as TV commercials, radio, printed media, billboards; and Below The Line initiatives such as in-store communication with customers and arranging special promotions throughout the country.

SPOT Money Back campaign is a way of returning money to customers every time they spend up to 400 baht per receipt at all 106 stores of Central Food Hall, Tops Market, Tops Super and Tops Daily. When the number of SPOT reaches 200 SPOT, customers can redeem them into a cash voucher worth 20 baht. They can also earn Extra SPOT when they buy selected products, or by coming to shop on their special occasions, or shopping at their favourite branches.

In addition, customers can choose to exchange SPOT into selected items, special discounts on participating products, or exchange SPOT into special gifts. Central Food Retail also provides a service that will calculate SPOT for customers every quarter, and convert them into cash voucher according to the value of SPOT. Central Food Retail will automatically send the cash voucher to their homes; if customers aren’t sure how many points they have accumulated.

                

SPOT Money Back has now been introduced in all 106 branches of Tops Super, Tops Market, Tops Daily and Central Food Hall.