21 March 2018

By: Ms. Gunyarak Piyakhun

First Executive Vice President

Marketing Strategy & Business Excellence

Siam Piwat Group

Thailand

SUSTAINABLE BRANDS INACTION : SIAM CENTER

VDO

INTRODUCTION

Q: LET’S GUESS HOW OLD THIS 4 STOREY BUILDING IS ?

๗

40 YEARS OLD A:

BACK TO OUR STORY

INTRODUCTIONDURING THE PAST 4O YEARS, THERE WERE SO MANY CHANGES IN THIS BUILDING.

INTRODUCTIONDURING THE PAST 4O YEARS, THERE WERE SO MANY CHANGES IN THIS BUILDING.

THE FIRST

TRANSFORMATIONEVER

REVAMPING IDEAderives from OUR 3 FACTORS ….

CHANGE OF CONSUMERS, HIGH COMPETITION

WHY DO WE NEED TO RENOVATE AND BECOME

A GAME CHANGER ?

Focus on

our own

STRENGTH

Understanding

the

TARGET’S NEED

Standout

From the

COMPETITION

It’s all about ….

THE BALANCE… in these 3 factors.

THE REBIRTH OF SIAM CENTER

Focus

on our own

STRENGTH

1.

We owned the pioneering position. Opened in 1973, Siam Center was

the first modern shopping mall in Thailand.

With this ‘trend-leading’ position, we need to maintain our core

visitor base and ensure that we are continue to be only downtown

mall that has consistently registered 100% occupancy.

Understanding

the

TARGET’S NEED

2.Hub of Thai designer brands on 3rd floor

Target people of Siam Center are not only trend follower but also the

trend setter who has a thirst for inspiration/new ideas.

The world of interactive media has been emerged in society. The

combination of smartphone and mobile broadband enable people to

enter to the world of social interaction.

Standout

From the

COMPETITION

3.

CENTRAL EMBASSYCENTRAL EMBASSY

Many shopping malls now look the same, whether in Thailand or other

countries.

As new shopping malls emerge, shoppers become more jaded by the same brands offering at these malls.

+

NEW CONCEPT CALLED

To be a game changer, we need to combine these elements for unique proposition

THE IDEA MARKET PLACE

+Standout

From the

COMPETITION

Understand

the

TARGET’S NEED

Focus

on our own

STRENGTH

THE REBIRTH

HOW DO WE MANIFEST THE IDEA

MARKET PLACE INTO A

MORE POWERFUL WORD?

THE REBIRTH

“IDEAOPOLIS”

THE REBIRTH

IDEAOPOLIS

IT MEANS

WE ARE … .

… the capital of trend-setting ideas : a place where

imagination and creativity are presented.

IT MEANS

A PLACE … .

… where art, fashion, technology, and lifestyle

converge to create the unexpected and an inspiring

experience for visitors, and at every visit.

THE REBIRTH

HOW IDEOPOLIS ENABLES SIAM CENTER BECOME

‘THE BRAND THAT LAST’?

INTERNAL EXTERNAL TODAY FUTURE

BRANDS THAT LAST ARE BRANDS THAT BUILD FROM WITHIN AND DO TODAY BY THINKING ABOUT TOMORROW

4 STRATEGIES THAT BUILD IDEAOPOLIS AS

‘THE BRAND THAT LASTS’?

IDEAOPOLISINTERNAL EXTERNAL

TODAY

FUTURE

4. ACCOMMODATE

FOR THE FUTURE

3. WALK

THE TALK

MAKE AN IMPRESSION

1. MAKE AN

IMPRESSION

2. COLLABORATE

TO ACHIEVE MORE

BRAND THAT LAST : 1ST STRATEGY

MAKE AN

IMPRESSION

IMPRESSEDSUSTAINABLE BRANDS

CONNECT TO CONSUMER

WITH AN INSPIRING LOOK

AND UNIQUE OFFERING.

1ST STRATEGY

STRATEGY:

MAKE AN IMPRESSION

ACTIONS:1. UNIQUE MOOD & TONE:

• Rustic industrial

• Urban loft

• Contemporary design

Contemporary

Rustic industrial

Urban loft

1. U

niq

ue

Mo

od

& T

on

e

Art Mobile Free WiFi

2. W

orl

d o

f In

spir

atio

n3

. In

tera

ctiv

e Sp

ace Ceiling /Wall multimediaDigital closet

Digital directory

3. INTERACTIVE SPACE:

• Digital closet

• Digital directory

• Ceiling /Wall multimedia

2. WORLD OF INSPIRATION:

• Art mobile sculpture

• Free WiFi

BRAND THAT LAST : 2nd STRATEGY

LEASING

TENANT

COLLABORATE

TO ACHIEVE MORE

“A SUSTAINABLE

WORLD MEANS

WORKING TOGETHER TO

CREATE PROSPERITY FOR ALL”SIAM CENTER

Jacqueline Novogratz

2nd STRATEGYSTRATEGY:

COLLABORATE TO

ACHIEVE MORE

ACTIONS:

1. FIRST FLAGSHIP STORE:

• Under Armour

• Lush

2.

Un

iqu

e R

etai

l C

on

cep

t3

. Sp

eci

al M

en

u

Off

eri

ng 3. SPECIAL MENU OFFERING:

• Restaurant & café offer special menu available ONLY @ SIAM CENTER

2. UNIQUE RETAIL CONCEPT:

• Flynow III

• Kloset

1. F

irst

Fla

gsh

ip

Sto

re

Lush

Under Armour

Flynow III Kloset

Audery

Cafe

Greyhound Cafe

BRAND THAT LAST : 3rd STRATEGY

WALK THE TALK

SUSTAINABLE BRANDS

ALWAYS KEEP

CONSISTENCY BETWEEN

‘WORD’ AND ‘ACTION’

3rd STRATEGY

STRATEGY:

WALK THE TALK

ACTIONS:

1. SIGANATURE FASHION:

• Worked with Sean Freeman and Thai designer brands to create ‘Siam Center Idea Avenue : Absolute Siam Fashion Capital ‘

2.

Exce

pti

on

al L

ife

styl

e

2. EXCEPTIONAL LIFESTYLE:

• The first-ever Thai stamp collection designed by 8 Thai renowned designers in collaboration with Siam Center

1. S

ign

atu

re F

ash

ion

(CONTINUED)

STRATEGY:

WALK THE TALK

ACTIONS:3. SPECIAL TECHNOLOGY:

• Collaborate with CIMB to create the contest ‘Light Sculpture’ by young-blood interior designers

4. PHENOMENAL ART:

• Invited ‘SOFTlab’ to create the upside down design of Christmas tree

• Worked with SanttuMustonen to develop a chic limited edition mobile case.

4. P

he

no

me

nal

Art

Mobile case

Upside down

Christmas tree

3. S

pe

cial

Te

chn

olo

gy

BRAND THAT LAST : 4th STRATEGY

ACCOMODATE FOR

OUR FUTURE

SUSTAINABLE

BRANDS ALWAYS

THINKING ONE STEP

AHEAD TO ENSURE

LONG-TERM HEALTH.

4th STRATEGYSTRATEGY:

ACCOMODATE FOR

OUR FUTURE

ACTIONS:1. LIGHT AHEAD PROJECT:

• Partnered with the Japanese government and JFWO to launched fashion Japan week in Bangkok

3. INSPIRATIONAL HUB:

• ‘THISISSIAMCENTER.COM’, a daily digital bible for fashion lover

2. CULTURE IN FASTLANE:

• 19 Thai designers designed products from local villager in their own way

1. L

igh

t A

he

ad

Pro

ject

2.

Cu

ltu

re in

Fas

tlan

e3

. In

spir

atio

nal

Hu

b

4 Years after the TRANSFORMATION,

How do we sustain our brand

and keep it alive?

4 Key success factors

➢ Shopping is seldom seen as merely a purchasing experience, while other features of the facility contribute to outlet affinity

➢ By being in a shopping mall predetermined by its image, shoppers set an expectation of the shopping mall

➢ A selection of different products that vary both in terms of categories and brands in a shopping mall

➢ Store ambience is considered to contribute significantly to the entire shopping experience

IMAGE

❶AMBIENCE

❷

BRAND MIX

❸FACILITY

❹

EVENTS

COMMUNICATIONS

LAYOUTZoning, Signage, Navigation

SUPPORT FACTORS

CORE FACTORS

SHOPPER

INSIGHT & IMPLICATION – 1. IMAGE

INSIGHT: “Siam Center is the best place for me to do trend updating”

ACTIONS: Events – carrying forward Siam Center to a hub of art, fashion,

technology, and lifestyle

Art

Fashion

Fashion & Art

Technology

Lifestyle

Art

INSIGHT & IMPLICATION – 2. AMBIENCE

INSIGHT: “I want a place that give me something new everytime”

ACTIONS: creating customer experience thru pop up display - themes by change by festival

Valentines

New Year

Chinese New YearValentines

Chrismas

New Year

INSIGHT & IMPLICATION – 2. AMBIENCE

INSIGHT: “Many events are not for people like me”

King Rama 9 Exhibition

Art Traction Exhibition & workshop

Mother’s Day Event

ACTIONS: Events – using interactive technology to create more engagement

INSIGHT & IMPLICATION – 3. BRAND MIX

INSIGHT: “I want to buy cool stuffs from my favorite stores with new merchandises”

ADUREY CAFÉ – Menu only at

Yogurt Land – Menu only at

Emack & Bolio’s –Special promotion

ALDO – New collection

ADIDAS - Limited edition

ESTEE LAUDER - Special promotion

ACTIONS: Communication – use data analytics to understand behavior of shoppers and

promote special item/ menu/ special promotion to customer by segment

INSIGHT & IMPLICATION – 4. FACILITY

INSIGHT: “I don’t want to get lost and able to find store easily.”

ACTIONS: Layout – using interactive signage & staffs at information counter &

to help navigate more effectively

IN SUMMARY

MAKE AN IMPRESSION

INTERNAL EXTERNAL

FUTURE

TODAY

IDEAOPOLIS

THIS STRATEGY ENABLE US COMPLETELY DISTINCTIVE

FROM ONE ANOTHERINTERNAL EXTERNAL IDEAOPOLIS

Tangible outcome? OUR Traffic increases …20%….

Revenue increases by …50%

2007: ICSC award winner for renovation of an existing project

2008: ICSC silver award winner for marketing excellence2014 : ICSC Viva Best-of-the-Best Award Honoree for marketing

- ICSC Gold Award for Asia Pacific Shopping Center Award for Design & Development Excellence

2015: The Best of Thailand Awards voted by Chinese tourists for best shopping mall

- The Best of Thailand Awards voted by Chinese tourists for Top 10 best shopping mall

- ICSC Viva Award Honoree for design & development

2013 : Asia Pacific Property Award for best commercial renovation/redevelopment

- ICSC award winner for Asia Pacific Property Award for best commercial Renovation

- No.1 of the ‘Top 10 list of Shopping Malls Thais Want to Visit Most in 2013

THANK YOU