King Power is focusing on more direct online sales by encouraging its employees to hand out codes that allow customers to purchase duty-free items without taking an international flight.
The SV Team Challenge allows customers with and without flight itineraries to use an "SV Code" to purchase both duty-free and non-duty-free merchandise through the website www.kingpower.com and the King Power application. The code can be used as a discount for other King Power dining services at King Power Mahanakhon, Pullman Bangkok King Power and Thai Taste Hub -- King Power's Thai street food court.
King Power will be responsible for paying taxes on the products.
Employees are given the code and encouraged to market King Power products to the public through social commerce channels.
"Previously, we adapted our merchandise services to counter the situation by kicking off a campaign called 'King Power Team Power', which allows all staff members to participate in sales activities as online salespersons to raise brand awareness," said Aiyawatt Srivaddhanaprabha, chief executive of King Power Group.
The SV codes were given out to all employees in order for them to provide customers with exclusive discounts and the campaign was well-received. The number of online platform users on kingpower.com and King Power mobile application increased considerably.
"This helped us expand our customer base; simultaneously, not only does this generate extra income for our staff, but our customers are also able to confidently purchase merchandise from leading iconic global brands with a reasonable discount," said Mr Aiyawatt.
King Power has been considerably affected by the massive drop in tourism and international flights in and out of the country as a result of the pandemic. The company has shifted to e-commerce in response and encourages customers to shop at its stores outside airports.
"The most popular merchandise are cosmetic products and fragrances," Mr Aiyawatt said.
"After the launch of the SV Team Challenge campaign, it is expected that there will be an increase in personal demand and brand awareness through our merchandise and affiliated services, especially dining services that can be accessed easily and are in accordance with customers' behaviour these days."
King Power Group has also implemented a sanitation measure called "King Power Care Power" to raise effectiveness in disease control and be prepared in advance for more tourists after borders are reopened.
