Sansiri Invests Over 25 Million Baht to Relaunch 'Sansiri Family' Brand, Targeting New Homeowners

Sansiri is showcasing its strengths by leveraging CRM as a key asset to enhance its service concept of 'homes that offer more than just a house.' This solidifies its position as the leading comprehensive service provider in the real estate industry, offering perfect living solutions from the first step through to before and after moving in. The company believes this will meet the needs of real demand customers and new consumers who see service as a crucial factor before purchasing a home. With a budget of over 25 million baht, Sansiri is rebranding 'Sansiri Family' to be more vibrant, modern, warm, and accessible on digital platforms, aiming to attract the Young Gen customer segment, which makes up over 50% of Sansiri's total clientele and is on the rise. The concept of 'ONE-OF-A-KIND Experiential Living Journey' is being emphasized, partnering with over 250 leading global brands to enhance comprehensive living services designed to meet all the needs of Sansiri families. This includes the first 3D Living service in Thailand, which offers easy interior design and furniture purchasing at the touch of a button, starting at just 34,000 baht. Other services include the 'Designer Hub' for quality home decoration services, the 'Let’s go green' campaign that aligns with the Green & Well-being trend through 'Garden Design' services, and 'Fresh Start' services for health-conscious individuals. The company is confident that these unique and superior services will win the hearts of both current and new real demand customers, aiming to expand the Sansiri Family base to over 120,000 members, representing a 50% growth from the previous year.

Kamolwan Prasitsuwatwech, Director of Corporate Communications at Sansiri Public Company Limited, stated, 'Sansiri believes that the next challenge in the real estate business is to capture market share through service, which is the core of creating a good quality of life for homeowners. This year, we are pushing forward a comprehensive service strategy to reinforce our competitive edge, addressing the needs of real demand customers with superior service standards at every touchpoint, in line with the service concept of 'homes that offer more than just a house' for a perfect living experience from the first step through to before and after moving in. The customer relationship management (CRM) strategy is one of the key elements that has consistently strengthened Sansiri's service strategy, with 'Sansiri Family' at the center of comprehensive homeowner care, offering experiences in living and lifestyle through functionalities that continuously meet the lifestyle needs of homeowners on digital platforms. This includes providing exclusive privileges from Sansiri Family and leading lifestyle partners in Thailand and globally, available at all times (Always On Privilege) and special occasion privileges (Joy Of Privilege), while also focusing on homeowners' living experiences from the moving-in process through services such as Moving Service, Cleaning Service, and Design Service. Additionally, there are many other services to facilitate easy living that homeowners can choose to use throughout their time as Sansiri residents. Currently, there are over 250 leading global partners collaborating to create comprehensive living services that can perfectly enhance the living experience of Sansiri families.

This year, we have eight condominium projects ready for occupancy, increasingly targeting younger homeowners, which is the reason for the investment of over 25 million baht to adjust our customer relationship management strategy for 2019 under the concept of 'ONE-OF-A-KIND Experiential Living Journey,' creating a unique living experience that offers more than just a house through a major rebranding of Sansiri Family, establishing a new brand identity with vibrant colors, modernity, warmth, and greater accessibility on digital platforms, in line with new services that promote family relationships and more enjoyable experiences. This is another testament to Sansiri's commitment to being the first leader in developing services that align with target groups beyond its strengths in developing residential projects to new service developments.

The customer relationship management concept of 'ONE-OF-A-KIND Experiential Living Journey' includes strategies such as services that better meet the needs of real demand customers, focusing on facilitating actual living experiences, highlighting the Move-In Experience and Easy Living as key features to win over customers, addressing homeowners' lifestyles more comprehensively, elevating services to international standards, creating service standards comparable to leading global brands by expanding exclusive service coverage through leading global partners such as Monocle, JustCo, The Standard, and One Night, and integrating innovations and technology to create services that connect all CRM services with digital platforms, including the Sansiri Home Service application and the Sansiri Family website. This development incorporates interesting global living trends to enhance operations and provide new services to fulfill the living experience for Sansiri homeowners perfectly, following the People Centric concept, with a deep understanding of the behaviors and needs of the new generation of customers. It has been found that today's digital consumers prefer services that connect with the online world more than ever (Digitally Together), driven by the continuous growth of high-speed internet and smartphones, and are willing to pay for the convenience of faster access to products and services (I Want It Now). It has been found that nearly 50% of people aged 30-44 are willing to incur costs for the convenience and reduced time in accessing products and services. Furthermore, digital technology allows everyone to access tools and knowledge to manage their surroundings more like experts (Everyone’s An Expert), along with the trend of the new generation focusing more on health (Green & Well-being) and seeking new experiences that cater to personal lifestyles (Lifestyle Enthusiast).

Kamolwan further stated, 'With the excellent feedback on the Move-In Experience function, particularly in the Design Service segment, which saw a service usage rate of over 23% from last year's customer base, Sansiri is extending this feature by developing the latest service, '3D Living,' in collaboration with Homeprise, a well-known interior design platform in Thailand that acts as an e-Marketplace where customers can view portfolios and contact professional designers to make interior design easy. Homeowners can design their residences according to the actual layout and size of Sansiri projects and purchase furniture online through the 3D Living program on the website https://family.sansiri.com/, allowing them to manage budgets and details according to their needs, with prices starting at just 34,000 baht and decoration completed within 30 days from the payment date. This service will be piloted in 14 projects, with expectations of generating service revenue under the DESIGN SERVICE category of no less than 500 million baht by the end of 2019. For homeowners looking for trusted designers, Sansiri has also partnered with Homeprise and TCDC to create the 'Designer Hub,' selecting and gathering quality new designers to provide decoration design services, including choosing styles from pre-designed templates by professional designers with hundreds of designs available.

Additionally, this year, Sansiri is placing significant importance on the quality of life for homeowners in all dimensions, in line with the organization's vision SANSIRI FOR GREATER WELL-BEING, with a new campaign under the Easy Living function, 'Let’s go green,' offering Garden Design services to help design, decorate, and maintain gardens comprehensively, along with the 'Fresh Start' campaign, which provides food services for health enthusiasts. Furthermore, for homeowners who enjoy hosting, Sansiri has introduced the 'Party Celebration' service, gathering expert partners to make every party or gathering at home for all important occasions easy, along with many lifestyle privileges.

In 2018, the Sansiri Family customer group continued to grow, with membership increasing each year to over 80,000, demonstrating success in customer relationship management, and it is expected to grow to 120,000 members by 2019. Currently (June 2019), Sansiri Priority, which is a high-potential customer base, including both residents and investors, is rapidly growing with over 250 members and a portfolio value of over 35 billion baht, increasing by nearly 50%. Additionally, new services and activities are being introduced, particularly the Sansiri Move-In Experience function, which has garnered special interest with over 450 service usages per month.

We believe that continuous customer relationship management for convenient living services for homeowners is crucial to providing a perfect happiness experience throughout the life journey of homeowners, from the first step through the entire duration of living. This is a key factor that differentiates Sansiri and enhances its competitive potential beyond other competitors in the market, in addition to its strengths in design and quality in project development, which we lead in the Thai real estate market,' Kamolwan concluded.

Thank you for the information from www.sansiri.com