The global technology leader Hitachi, represented by Hitachi Asia (Thailand) Co., Ltd., a subsidiary, has joined forces with Magnolia Quality Development Corporation Limited (MQDC) to sign a Memorandum of Understanding (MOU) for the creation and implementation of the MQDC Placemaking 5.0 Digital Masterplan.

The MQDC Placemaking 5.0 Digital Masterplan aims to fully transition shopping centers and office buildings into the digital age by utilizing technology to provide products and services, making them attractive gathering places for community customers to spend time together. This masterplan will create a new personalized customer experience (CX) both online and offline, leveraging smart business systems alongside various omni-channel platforms to address the new challenges faced by retail, office, and property management in the post-COVID-19 era.

Hitachi and MQDC will apply the best innovations from the retail and office sectors to MQDC's real estate projects, starting in 2022 at the True Digital Park (TDPK), one of the largest mixed-use projects in Thailand and a joint venture between MQDC and True Property. The focus on happiness, health, and well-being remains central to the strategic innovation efforts aimed at improving the overall quality of life for everyone.

The technology that Hitachi will implement in MQDC Placemaking 5.0 includes modern infrastructure and digital solutions designed for individual customers (CX), with key details as follows:

• Stand-alone business operations – Fully automated retail stores without sales staff, equipped with cameras and point-of-sale (POS) technology to enhance convenience and safety from COVID, allowing product owners to gain real-time insights into customer purchasing needs.
• Smart screens, applications, and online platforms using Augmented Reality technology to enable customers to purchase anything, anytime, anywhere.
• Personalized marketing – Creating a great experience for customers at True Digital Park through big data analytics to develop relevant products and services that meet consumer needs and behaviors.
• Enhancing tenant service value – Designing automated delivery methods from stores directly to customers via omni-channel to reduce operational costs and enhance the convenience of cashless transactions already available at True Digital Park.
• Analyzing customer trends and demands – Utilizing facial recognition technology with safety-focused cameras while analyzing data and deep customer needs, linking customer sentiments towards events and activities, which assists tenants in better accessing customer and community needs.

Hitachi and MQDC will initiate this 5.0 plan at True Digital Park, one of the largest startup and technology hubs in Southeast Asia, located in the Cybertech district of Bangkok, Phunnawithi. The project comprises over 200,000 square meters of retail, residential, and office space already in operation, with an additional 80,000 square meters set to open in 2022. The 5.0 masterplan will analyze spatial layouts using big data to enhance safety, sustainability, and operational efficiency while also identifying new revenue opportunities.

The MQDC Placemaking 5.0 Digital Masterplan will create innovative experiences for individual customers (CX) to transform the retail and office landscape in Thailand:

“We are excited to collaborate with MQDC to revolutionize the real estate sector through outstanding mixed-use projects such as True Digital Park and The Forestias. This partnership will drive Thailand's capabilities, including the use of digital solutions for future retail and the development of smart cities for the Eastern Economic Corridor,” said Mr. Van Tang, Director of Smart Digital Solutions, Hitachi Asia (Thailand).

“MQDC Placemaking 5.0 will create a perfect retail community with both online and offline services, allowing all customers to spend their time wisely and purchase products and services anytime, anywhere they desire. This collaboration utilizes Hitachi's digital infrastructure to help MQDC develop True Digital Park and create a better customer experience (CX), while also assisting tenants in improving service delivery and creating revenue-generating platforms. Additionally, we plan to apply this masterplan to all of MQDC's real estate projects, including The Forestias, another outstanding mixed-use project valued at 125 billion baht (4 billion USD) set to be completed in 2023,” said Mr. Kibsan Bek, Executive Director – Placemaking, MQDC.

In alignment with this vision, Hitachi has set long-term goals to utilize urban and demographic data across various sectors to create services that enhance safety, convenience, and sustainability, including retail businesses and improving customer experience (CX), as outlined in the cooperation memorandum between Hitachi and MQDC, committed to enhancing the quality of life for the Thai people.

MQDC operates under the mission “For All Well-Being,” and both MQDC and Hitachi hope that the advanced framework of MQDC Placemaking 5.0 will create benefits and a creative force to drive digital innovation for sustainability for future generations.