Gaysorn targets 'new luxe' shoppers

RETAILING

The operator of Gaysorn shopping centre is devising a more aggressive strategy to attract new customer groups and reinforce its position as a luxury lifestyle destination.

Satima Tanabe, deputy general manager of Gaysorn Land Asset Management, said the company was very optimistic about the retail outlook this year on the back of an improving economy. The Bank of Thailand recently forecast that Thailand's GDP should grow by about 3.3% to 3.5 % this year.

Gaysorn will welcome the economic upturn with a store remodelling and seek fresh, world-class brands to attract new target groups.

In April, the company plans to open a Cloud 9 multi-fashion label store, an i-Studio (an Apple products dealer), a Than Native Cafe and a Roger Dubuis flagship store.

The company has already launched Culti, a mono-brand store for fine Italian interior decor, and Santa Maria Novella, one of the world's oldest pharmacy and perfume shops, with a celebrity clientele.

"New luxe" shoppers - with average spending of 15,000 baht per visit, about five times the amount spent at general department stores - will also be targeted throughout the year through marketing activities co-ordinated with luxury brands and through alliances for exclusive events and campaigns.

"Our existing customers are going to become older in the future," said Ms Satima. "Such people will pay more attention to going out to play golf or to go diving, not giving priority to shopping any more. The new-generation customers will help us reduce business risks."

Another element of Gaysorn's marketing strategy is organising events to emphasise Gaysorn's luxury image.

Ms Satima said Gaysorn now expected solid growth, after last year's sales were hit by global recession and political uncertainty, which caused the tourism industry to plummet in the first half of 2009.

"The business picked up in the second half of last year. If there is no political issue in the future, this year's growth will be around two digits," she said.