CENTRAL plans B1bn sales drive

Image by Honou via Flickr

Central Department Store will spend one billion baht on two campaigns to boost sales in the coming festive season.

The year-end campaigns should generate sales of about 8.6 billion baht, said CDS president Yuwadee Chirathivat. Sales for the whole year should reach 27 billion baht, a 5% increase from last year.

The Central/Zen Midnight Sale 3 will offer discounts of up to 60% from Nov 25-Dec 1 with sales forecast at 750 million baht.

The Origin and Central Let's Celebrate 2010 runs Nov 23-Mar 9 with an expected sales revenue of 7.8 billion baht.


Piyawan Leelasompop, vice-president for marketing at CDS, said the company has increased its marketing budget by 20% to stimulate sales near the year-end.

"We saw signs that the local economy will start a recovery soon but political problems are still a concern," she said.

Shoppers at Central department stores have spent more since the third quarter. Average spending per bill is currently up to between 2,000 to 3,000 baht, significantly higher than 1,800 to 2,300 baht in the first quarter.

Sales at CDS rose by 7% year-on-year in September, higher than the average monthly sales growth in the first two quarters.

Ms Yuwadee said CDS expects to achieve sales growth of more than 7% in the final quarter.

Ms Piyawan said CDS planned to expand its shopper base to attract younger consumers aged 18 to 30, as this group could be convinced easily by attractive promotion campaigns.