In today's world, we are experiencing rapid changes across all dimensions, including social, economic, political, and technological aspects, occurring at a second-by-second pace. This has led to swift changes in consumer behavior as well. The utilization of “Big Data”—vast amounts of data collected from various sources—allows for in-depth analysis of consumer behavior, making it a technology that can effectively and efficiently create a competitive edge in today's business landscape.

          Leading organizations are increasingly leveraging insights from Big Data regarding consumer needs. The real estate sector is also adopting Big Data to identify trends in consumer behavior, understanding what consumers currently desire and how to design homes and manage residents to meet both present and future needs. Sansiri is one such organization that employs Big Data to analyze the diverse behaviors of consumers across different generations, translating these insights into corporate strategies and tangible outcomes that encompass all aspects of residents' lives.

          Mr. Uthai Uthaisangsuak the CEO of Sansiri Public Company Limited, revealed that for many years, Sansiri has relentlessly developed housing to enhance every aspect of life for its residents. By utilizing Big Data, which combines external and internal databases, Sansiri analyzes, refines, designs, and develops new products through the Sansiri Design Solutions Department (DSD) and the Product Development team, paying attention to every detail from the initial project concept to post-sale care. This approach ensures a thoughtful consideration throughout the consumer journey. The concept of homes that fulfill every aspect of life is guided by four main standards in development, care, and application across all major projects of Sansiri: Design, Quality, Technology, and Service, aimed at addressing the diverse needs and lifestyles of consumers today.

          Design and Quality are seen by Sansiri as inseparable. Good design must not only be aesthetically pleasing and practically buildable but also come with functional features that meet the living needs of residents. According to Sansiri's Big Data, single-family home residents often comprise three generations living together: grandparents, parents, and children. Therefore, the design of single-family homes must cater to all three generations, including features like ground-floor bedrooms for elderly residents to avoid climbing stairs, wider bathrooms with separate wet and dry zones, and level flooring to prevent falls and accidents, which are common among the elderly.

          For families with young children, Sansiri has designed and developed playgrounds that go beyond traditional play areas, under the concept of Educational Playground, which fosters physical development and enhances cognitive skills through decision-making and problem-solving games, with safety materials recommended by Samitivej Hospital.

          Sansiri also enhances the concept of a “home” by designing homes that remain cool without air conditioning, through the Cool Living Designed Home concept, such as the “Solar Attic” system, which utilizes solar energy for ventilation and cooling, ensuring comfort in every corner of the home.

          Furthermore, insights into consumer needs have allowed Sansiri to recognize significant trends among millennials, who are increasingly becoming influential and financially capable in the future. Data from 2013 to 2017 showed that this group purchased Sansiri projects at a rate of 25%, a trend that continues to rise. Sansiri has utilized this data to develop the XT Condominium project, which caters to the lifestyle of the new generation and redefines condominium living, highlighting three key features: Personalized Room Layouts offering six styles of room configurations, Co-Sharing Spaces inspired by the sharing economy culture, allowing residents to exchange access to different co-sharing spaces across all XT projects, and Virtual Activities that align with the tech-savvy lifestyle of the new generation, including Home Automation systems for controlling various electrical appliances within units and common areas.

          Technology and Innovation  Sansiri is the first real estate developer to integrate Prop Tech to enhance the living experience of its residents as part of the Sansiri family through a digital platform built on Big Data, particularly in relation to Sansiri's Customer Journey, resulting in the Sansiri Home Service Application. This single application simplifies residents' lives at their fingertips, facilitating real-time communication between residents, Sansiri, and the management team, notifications for incoming mail or packages, displaying common area fees, deposit amounts, outstanding balances, as well as repair requests and status tracking without needing to check with the management team. Currently, the Sansiri Home Service Application has over 20,000 users.

          Service  goes beyond just after-sales support; Sansiri is committed to creating the best experience for residents from pre-purchase to move-in. Thus, Sansiri has developed the Sansiri Move-in Experience, a digital platform designed to support residents throughout their living experience, including exclusive benefits for Sansiri residents through Sansiri Priority and Sansiri Family.

          Regarding safety, which is the heart of living, Sansiri has developed the Sansiri Security System, a security framework that combines professional security personnel with modern security technology, such as Face Recognition for recording visitors' faces and fingerprints, CCTV cameras monitoring for irregularities 24/7, and a Digital Fence system that alerts for emergencies by detecting and signaling intrusions.

          All of these initiatives represent just a portion of what Sansiri has created with a deep understanding of consumer needs to truly “enhance every aspect of life.” Sansiri stands out as an organization that analyzes customer demands and translates them into tangible business benefits that also serve consumers effectively.

Thank you for the information from www.sansiri.com