Central Group launches luxury cross-border shopping

Conglomerate Central Group has taken a step toward an omnichannel strategy by launching a cross-border e-commerce luxury brand experience it claims is a world first.

It has introduced access to its luxury-brand websites through messaging app WhatsApp as part of its vision of integrating online and offline shopping channels, says Central Group chairman/CEO Tos Chirathivat.

“This move is calculated to serve the lifestyles of Central Group’s new customers by providing seamless integration of online and offline shopping channels,” he says. “That is the vision of the group moving forward.”

Central Group is putting together a network of global luxury department stores across eight cities, including locations in Italy, Spain, Denmark and Germany, as well as Bangkok’s Central Chidlom and Central Embassy.

It offers a digital magazine and e-newsletter through the website AuxVillesDuMonde.com, provides information fashion, food and culture in the eight cities. The website supports eight languages and also has a mobile app for Android and iOS.

Users can add luxury department stores in WhatsApp, check product availability through live chat and make purchases through online payment options. Users can then pick up products at the store or have them shipped to their home.

Central Department Store Group CEO Yuwadee Chirathivat says the company has spent €500,000 (THB19.8 million/US$595,000) on the website.

“Cross-border shopping at nine stores in eight global cities is a new retail phenomenon,” she says. “Through the WhatsApp live-chat option, Thai shoppers will be able to order products from Europe and have them shipped in two to five days.”

Shoppers have to pay import tax depending on the country of origin of their purchases.

Central Department Store Group expects revenue from overseas stores to climb by 40 per cent this year, with revenue from abroad representing more than 20 per cent of Central Department Store’s THB130 billion (US$3.9 billion) revenue.