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Siam Discovery Offers Location App to Shoppers

By on Dec 19, 2016 in Retail

Siam Discovery, a major shopping complex in downtown Bangkok, is offering the Connected Mobile Experience (CMX) personal-location solution provided by US-based technology company Cisco Systems.

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Chanosa Kaewruen, deputy managing director for marketing events and business relations at Siam Piwat, said Siam Discovery was the first hybrid retail destination in Thailand to provide CMX, which shoppers can download to their mobile phones to access personalised promotional campaigns.

She said the 40,000-square-metre shopping mall had laid down 330 free Wi-Fi hotspots for mobile users. The CMX software can provide personalised promotions to shoppers by pinpointing a user’s location near the shop offering products they want.

Siam Piwat will pilot this app for six months before expending to it to other malls it operates.

The company soft-launched the app in May and has had around 40,000 downloads so far. About 30 per cent of users visit information from the app every day. It expects that by the end of next year the app will have received 100,000 downloads.

“The app delivers exclusive news and relevant promotions to users’ fingertips. We are providing advanced technology to improve the shopping experience and develop the right marketing campaigns to match our customers’ behaviour,” Chanosa said.

She said Siam Discovery now hosted more than 4,000 brands and served around 60,000 visitors a day, a number it expects to increase to 80,000 a day in the near future.

Vatsun Thirapatarapong, managing director of Cisco for Thailand and Indochina, said Siam Discovery was the first mall in the Asia-Pacific region to offer CMX. The solution can analyse shoppers’ behaviour in real time and engage customers on a more personal level, enabling easier Wi-Fi access for shoppers.

Siam Discovery’s Wi-Fi system can handle up to 20,000 mobile devices and provide Internet speeds of up to 1.3 gigabits per second for shoppers.

Gartner, a US research and advisory firm, has forecast that by next year, around 80 per cent of consumer engagement with brands will occur on mobile devices, driving mobile commerce to more than 50 per cent of digital commerce revenue.

Source: The Nation – 17 December 2016

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