Siam Piwat has high hopes for super app
Move targets high spending customers
From left are Axel Winter, chief digital officer of Siam Piwat, Mrs Chadatip, Ariya Banomyong, chief executive of Transformational, and Mr Panthep. The executives announced the official launch of the ‘ONESIAM’ super app to engage with high spending customers worldwide.
Siam Piwat Co, the operator of Siam Center, Siam Discovery, Siam Paragon and Iconsiam, has teamed up with partners in 13 industries to launch a new digital platform, a bold move aimed to reach high spending customers worldwide.
Chief executive Chadatip Chutrakul said the company has joined forces with 50 leading partners in 13 industries — including banking, healthcare, aviation, tourism, insurance, automotive, IT, telecommunications, real estate, entertainment and content creation — with over 1,000 premium and luxury brands from Thailand and around the world, to launch the “ONESIAM” super app.
From early 2022, over 1,000 premium and luxury brands will offer their products on the platform, contributing exciting content and developing loyalty platforms.
Each month, customers will have access to over 3,000 pieces of curated content on the latest trends from fashion and accessories, health, wellness, beauty, skincare, food and beverages to travel, arts, sports and gadgets.
“This partnership marks the first time that platforms across such a diverse range of business types, including fintech, social commerce, e-commerce, non-fungible tokens, cryptocurrencies and metaverse platforms are connected in a unified ecosystem in order to give Siam Piwat’s customers and partners access to all types of transactions on a single platform,” she said.
Mrs Chadatip said the company has invested 300 million baht to develop this application which connects to various types of platforms of its partners in the ecosystem.
The new ONESIAM super app was officially launched yesterday, with free membership and open to all.
The move is aimed at reaching over 7 million affluent customers in Thailand and powerful customer bases around the globe. Affluent customers are those with level B to A household income. Such customers have 10 times higher spending than shoppers via online channels.
Panthep Nilasinthop, the company’s chief customer officer, said the ONESIAM super app will be a portal to Siam Piwat’s ecosystem that will empower its members more fully than ever.
“Today, retail is no longer just a matter of transactions, it is also about building experiences that will maximise satisfaction for customers, which in turn reinforces Siam Piwat’s unique innovative retail leadership,” he said.
“Ten years ago, we were the first to announce that our shopping centres would no longer be just places that sold products and services but would be venues that delivered fresh and unparalleled experiences,” Mrs Chadatip said.
“Our success was no longer measured in profit but rather by the ability to win the hearts of customers.”
According to Mrs Chadatip, the company has positioned ONESIAM super app as an earn and burn destination in order to boost sales, support brand building, promote spending, as well as foster steady growth for the participating retailers and stores.