Omni-channel focus by Tesco Lotus Thailand

Saying it is committed to continuous investment, hypermarket group Tesco Lotus Thailand is putting a focus on omnichannel retailing in line with the government’s Thailand 4.0 technology vision.

As well as opening stores, the group aims to increase the efficiency and capabilities of its online business, reports The Nation. The company also plans to refurbish about 120 stores this year.

“We are looking to add around 596,000 square feet of sales floor space, which is a 44 per cent increase on last year’s new space,” says new chief executive Sompong Rungnirattisai  of Ek-chai Distribution System, which runs Tesco Lotus Thailand. “Last year we opened 67 stores.”

The company bought more than 200,000 tonnes of fresh food directly from farmers last year, an increase of more than 30 per cent over the previous year.

“Our approach is no longer to look at stores by format, but as an omni-channel retailing offering – a seamless experience for our shoppers,” says Sompong. “Around 40 per cent of our customer base comprises cross-channel shoppers, and we expect this number to continue to increase.”

He says the key challenge for many industries, including retail, is the speed at which customer behaviour is changing. “Our task is to continue to fulfil their needs and serve them better, and we have to be able to do this at a much faster pace than ever before.”

The focus for new outlets will be secondary districts throughout Thailand where the company does no have a focus, as well as expanding existing stores, reports The Bangkok Post.

Last year the group opened 67 stores, comprising 53 Tesco Lotus Express branches, 13 hypermarkets and one Lotus Talad supermarket.

Meanwhile, the company also plans to boost the number of its online purchasers by incentivising its 15 million Club Card members to use its app, which has been downloaded 3.5 million times.


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