"Pruksa" is relentless in its development for all customers, utilizing Big Data for in-depth analysis to gain insights into the evolving lifestyle needs of different customer segments. By employing Data Science to analyze customer data, Pruksa enhances its marketing strategies to meet Living Solutions and fully support its residents. It is preparing to revamp the "Pruksa Member" program into an exclusive membership card for Pruksa customers only, offering elevated benefits that cater to every lifestyle and delight every segment.

Ms. Angkana Likitjarnyakul, Deputy Managing Director of Corporate Marketing at Pruksa Holding Public Company Limited, revealed that the changing lifestyles of modern individuals (Lifestyle Disruption) are a significant focus for Pruksa, as every customer is important. One of the development strategies to meet customer needs stems from the philosophy of caring for life: "Tomorrow. Reimagined." Pruksa has utilized Big Data analysis gathered from surveys and data from visits to both horizontal and vertical housing projects, as well as Pruksa's online media channels, to conduct detailed analyses that provide deep insights into diverse needs shaped by changing lifestyles.

The analysis of all data has allowed the business to understand its customers more deeply, revealing their preferences for various activities across diverse customer groups. To further comprehend the lifestyle patterns of Pruksa customers, the marketing team has employed various tools to analyze data by studying target groups based on home purchase value.

The membership program is divided into four types: Pruksa Member Cards, including Green Plus, Silver, Platinum, and Elite cards, which help identify trends and interests in activities according to different lifestyles. For instance, there are groups of shoppers who enjoy online purchasing for daily needs and adding vibrancy to their lives, food enthusiasts who love dining, tasting, or cooking, beauty aficionados, health-conscious individuals, travelers, and those who enjoy activities that enhance quality of life.

This leads to a reimagining of the numerous new benefits provided to all customers. The benefits for Pruksa Member cardholders (depending on the card type) include discounts for current customers on home purchases, Re-Purchase points accumulation, special occasion gifts, and exclusive health check-up packages and Health to Home services in collaboration with Vimut Hospital. Pruksa has also curated exceptional offerings and grouped diverse modern services by partnering with various affiliates.

The special offerings and benefits are tailored to align with the lifestyles of each cardholder type, such as dining and café services (Dining & Café) including Dean & Deluca, After You, KOI, PAUL, Starbucks; home goods and services (Living & Shopping) such as Garmin, Shopee, Central Online, Food Panda; leading health and beauty partners (Health & Beauty) like Sulwhasoo, All About You, Let’s Relax; and hotel and travel businesses (Hotel & Travel) such as Limousines Express, Thames Valley Khao Yai, among others.

“Studying our customer data is crucial and valuable. It reflects Pruksa's commitment to caring for every important customer. In addition to providing exclusive member benefits, Pruksa also analyzes data to understand the changing life stages of customers, enabling us to offer housing and Living Solutions that suit their evolving life rhythms,” for more details and to register for Pruksa Member to receive exclusive benefits for Pruksa customers, click https://pruksa.com/pruksa-member.