Siam Paragon innovative strategy to bait customer

Discounts of up to 80 per cent and a chance to win prizes – including gold bullion – are key elements in a Chinese New Year campaign at Siam Paragon and Siam Center in Bangkok.

Running from February 3 to March 13, the Siam Prosperous Chinese New Year 2016 campaign is offering 7.5 million baht ($200,000) in prizes for lucky shoppers. The aim of the event is to attract both locals and international tourists to the two malls, which feature fashion and lifestyle brands.

A feature of the campaign is a free daily performance of The Magic of Seven Animals of the Gods by Hong Kong performance troupe Lok Chee Fu, at the Parc Paragon events space, where the celebrations will be officially launched on February 4.

Marketing executive Chanisa Kwewruen of Siam Piwat, which runs the two centres, says the annual festival attracts more tourists each year, especially from China, Hong Kong, Singapore, South Korea and Taiwan.

“Tourists of Chinese descent comprise nearly 50 per cent of the foreign tourists who visit the two shopping centres.

“Also, this Chinese New Year marks the first time the ASEAN Economic Community is officially involved.”

Shoppers will receive a lucky-draw coupon for every 2000 baht they spend. The main prizes at stake include gold bullion worth 1 million baht (one winner), a model of the Royal Barge Suphannahongmade of 99.9 per cent yellow gold by Prima Art (two winners) and eight propitious trees made of 99.9 per cent yellow gold by Prima Art (20 winners). The 24 top spenders of the week will each win a 100,000-baht treatment from The Scarlett Clinic.

Privileges are also offered for holders of participating credit cards.

Meanwhile, the Siam Chinese New Year Sale from February 3 to 14 offers discounts of up to 80 per cent on leading brands. Special Siam Ang Pao (also known as Siam red envelopes) are also given away to shoppers from February 6 to 8, enabling them to win gift vouchers and discount cards.

Ten Siam Paragon customers who spend 300,000 baht on February 8 will each receive a TWG hamper worth 10,000 baht.