The 1, Central: Creating the Ultimate Lifestyle Platform for Thailand

AIBP ASEAN B2B Growth

Guest: Khun Hansa Wongsiripitack, Head of Marketing, The 1, Central
In this episode, Khun Hansa Wongsiripitack, Head of Marketing, The 1, Central Group, talks about creating the ultimate lifestyle platform for Thailand. Khun Hansa shares about the shifts in the retail industry, specifically around balancing short-term and long-term goals in the marketing strategy, the teamwork between the data team and the marketing team in making data-driven decisions, and most importantly, how very human decisions and considerations are still central to creating customer-centric experiences and personalisation.
“The 1” is 'Thailand’s No.1 Loyalty Platform' that enhances everyday’s life of over 16 million members in the digital era. The 1 aims to deliver members best-personalized content and truly omnichannel experience at every moment through every touchpoint.

Chapters

1. The 1, Central Group and the ecosystem (00:00:00)

2. Intersection of Data and Marketing for the Consumer (00:11:40)

3. Basics of Creating Value for the Customer (00:15:54)

4. The Right Data to answer the Right Questions (00:23:15)

5. Marrying Data and Human Insights (00:29:36)

6. Making Change for the Customer with Technology (00:34:02)