Central Department Store launches its 32-year signature campaign with ‘Central Midnight Sale’ under a new concept ‘Everyone Wants to Shop’. Customers can enjoy up to 70% discounts, exclusive deals, hot brands with offers from Shiseido, Kiehl’s, Casio, KitchenAid, Wacoal, Lego, Levi’s and Adidas along with the first-ever Midnight Market. The campaign is set to run from 26^th March – 6^th April 2021 at every Central store and across its omni-channel platforms, with an aim to generate 1 billion Baht in total sales. The long-running campaign has guaranteed success as seen from SHOPUNFRIEND, the Midnight Sale film from 2020, was rewarded Grand Prix winner at the Spikes Asia Awards 2021.

Rvisra Chirathivat, Customer Director of Central Department Store under Central Retail Group, said, “Central Department Store is committed to developing new strategies to bring the best to our customers. We have modern marketing activities in line with global trends and consumer behaviours, using innovations and creativity to introduce new experiences in the retail industry. We use data to help us meet the needs of our customers. We develop personalization from our customer insights to better meet their demands. Our seamless omnichannel platforms also enable our customers to shop from anywhere, at any moment they want.

Central Department Store first introduced the Midnight Sale campaign in Thailand in 1988, followed by 32 years of success. The feedback of the previous Midnight Sale campaign ‘SHOPUNFRIEND’ (November, 2020) was evident with 23% more traffic, 50% more sales, and 28% more transactions (From 22nd October – 2nd November 2020 compared to non-promotional period)

Recently, the campaign has also won prestigious international awards. As a part of Central Midnight Sale campaign in 2020, the store teamed up with Wolf BKK on SHOPUNFRIEND, an advert film with a fun gimmick to put a smile on people’s faces. Consequently, SHOPUNFRIEND won a Grand Prix, a Gold and a Bronze Spikes at the ‘Spikes Asia Award 2021’ — Asia Pacific’s top award for excellence in creative communications, held in Singapore.”

This year, Central Midnight Sale comes with a concept of ‘Everyone Wants to Shop’ featuring a video advert series encouraging everyone to shop at Central. This emotional marketing approach combines creative and productive elements to drive engagement and brand loyalty. The new video series is now available on YouTube: Central Department Store and Facebook www.facebook.com/CentralDepartmentStore. Central Midnight Sale promotion is available at every Central store and Central Personal Shopper 1425, Central App, Central Online, Central Chat & Shop and Central Call & Shop. Additionally, a recent research shows that the use of omnichannel platforms amongst Central’s customers has increased by 329%, while the sales through omnichannel platforms has increased by 203% (comparing customers and sales 2020 versus 2019).

In every Central store, “Central Midnight Sale” promotions include up to 30% off new collections, up to 70% off selected items, up to 31% The 1 and Credit Card Rewards, up to 21% Cash Coupons and Cash Back, Hot Brands promotion and credit card privileges, along with a 150 Baht Discount Coupon on The 1 App with 1,000 points redemption. Also, customers can save even more on Central App with a 150 Baht Discount Coupon (valid with a minimum 3,000 Baht purchase) and free Discount Codes at midnight, 12 pm and 6 pm daily. This year, Central is also launching Midnight Market for the first time at Central Chidlom, Ladprao, CENTRAL @ centralwOrld, Pinklao, Bangna, EastVille and WestGate.

Rvisra concluded, “With our expertise in marketing over the past 32 years, we are confident that Central Midnight Sale: Everyone Wants to Shop will attract more traffic and meet our target of 1 Billion Baht in total sales, bringing “beyond experience” shopping for everyone. Customers can shop anytime, anywhere across our omnichannel platforms and enjoy the best promotions from Central Midnight Sale, the ultimate sale campaign in Thailand.”

รวิศรา กล่าวทิ้งท้ายว่า “ด้วยประสบการณ์ที่ห้างเซ็นทรัลเป็นผู้ริเริ่มในการจัดงาน Central Midnight Sale บวกกับความเชี่ยวชาญในการทำกลยุทธ์ทางการตลาดของแคมเปญนี้มาตลอด 32 ปี เรามั่นใจว่า Central Midnight Sale เป็นใครก็ต้องช้อปครั้งนี้ จะสามารถดึงทราฟฟิค และทำยอดขายแคมเปญแตะ 1,000 ล้านบาท สร้าง Beyond experience ให้ลูกค้าทุกคนไม่ว่าอยู่ที่ไหนก็ช้อปได้ผ่าน Omni–channel ที่เชื่อมโยงทุกช่องทางแบบไร้รอยต่อ เป็นการตอกย้ำให้เรามั่นใจว่า เราสามารถเข้าถึงและเข้าใจพฤติกรรมของลูกค้าที่เปลี่ยนไป Central Midnight Sale ครั้งนี้ จะมอบความพิเศษให้ลูกค้าได้รับโปรโมชั่นที่ดีและคุ้มที่สุด สมกับเป็นแคมเปญเซลที่ดีที่สุดของไทย”

พบกับ “Central Midnight Sale” งานเซลที่ดีที่สุดของเมืองไทย ในคอนเซ็ปต์ “เป็นใครก็ต้องช้อป” เริ่มตั้งแต่วันที่ 26 มีนาคม – 6 เมษายน 2564 ที่ห้างเซ็นทรัลทุกสาขา และทุกช่องทางออนไลน์