Frasers Property Commercial (Thailand) is expanding its retail portfolio to target startups by opening bookings for Silom Edge, the only sandbox in the city that truly understands new businesses.

Frasers Property Commercial (Thailand), or “FPCT”, has revealed its strategy and retail business plan for 2022 to strengthen its operations under the Frasers Property Group in Thailand. Last year, FPCT expanded its capabilities to meet market demand with the Fluid Approach concept, adapting quickly to trends while focusing on creating fresh customer experiences. This success is evidenced by the real-time marketing campaigns throughout the year at ‘Samyan Mitrtown’, making it one of the must-visit destinations for people in Bangkok. For 2022, FPCT is set to bring new vibrancy to the retail business with its latest project, Silom Edge, which will be a new sandbox community in the heart of Bangkok that genuinely understands startups and new entrepreneurs.

Ms. Thiranant Kornsritipa, Deputy Managing Director of Retail Business Development at Frasers Property Commercial (Thailand), stated, “FPCT welcomes the new year with strategic readiness and plans, supported by a professional team with expertise and experience in the retail business, along with a large customer base and strong business partners. We are confident that we can operate according to the roadmap to ensure growth for the company.”

FPCT drives its business by creating retail spaces to inspire everyday experiences, aligning with the Frasers Property Group's philosophy of operating various types of real estate worldwide, with retail being one of its core businesses across four countries: Singapore, Australia, Vietnam, and Thailand. By combining the experience and expertise of FPCT with the development concepts and trends of the Frasers Group, the projects in the company’s portfolio stand out from those of other developers, as reflected in the operational approaches in four areas:

1. Fluid Approach to Real-Time Trends - Timely marketing is key to success in an ever-changing environment. Unlocking limitations and traditional operational models allows us to win customer loyalty and encourage repeat business.

2. Redefining the Use of Physical Locations - By developing more open and flexible spaces, we focus on creating spaces that benefit the community, enhancing the role of shopping centers as destinations.

3. Leveraging Digital Technology in Retail Spaces - We are preparing to support digital payment methods to enhance convenience and safety for customers, while improving service quality through the MitrCare application. Recently, the company partnered with KBTG to add an E-Catalogue purchasing system, providing maximum convenience for retailers 24/7.

4. Promoting User Hygiene and Preventing the Spread of COVID-19 - Continuing with PREVENTIVE measures, we maintain strict screening protocols at temperature checkpoints, ensure appropriate social distancing, enforce mask-wearing, and regularly sanitize according to set schedules.

This year, the company is set to expand its retail portfolio with the latest project at the prime economic location on Silom Road, Silom Edge, specifically targeting the younger generation and startups. It will serve as a platform for all businesses to easily start with all-inclusive services. Currently, Silom Edge is under development and is expected to open in September this year, providing convenience to users at all times, with retail zones operating from 11:00 AM to midnight and special zones on the first two floors open 24 hours, catering to customers needing food services, convenience stores, pharmacies, and quality vending machines.

“The key to success in an era where businesses face challenges and uncertainties is to break down all limitations and always be prepared to handle situations by adjusting strategies and marketing plans promptly. This will enable us to overcome obstacles effectively. Additionally, we are transitioning our B2B operations to a Partnership model, which helps us get closer to our customers. This allows us to understand their real problems and needs, enabling us to offer solutions that meet their requirements. For our business plans in 2022, we are confident that our group will bring vibrancy to the retail sector with service models and marketing activities worth watching. The addition of the new Silom Edge project to our retail portfolio will enhance our capacity to meet demand across all segments, while also increasing revenue and diversifying risks for the company,” Ms. Thiranant added.

 

Overview of the operational performance of shopping centers in the FPCT portfolio over the past year: Samyan Mitrtown Despite the ongoing impact of the COVID-19 situation last year, FPCT maintained a high tenant retention rate of 98%. After the government announced the easing of lockdown measures, Samyan Mitrtown received positive responses from customers, with an average of 55,000 visitors per day, reflecting customer confidence in the project's safety standards. Coupled with proactive operations or the Fluid Approach strategy to attract traffic to the shopping center, we focused on quickly capturing trends and executing marketing activities through various timely campaigns. For 2022, Samyan Mitrtown is preparing a major campaign, 'Learn Town', to reinforce its position as a food and learning hub.

Silom Edge is a mixed-use project that will be a new sandbox community in the heart of Bangkok. The project will consist of 7 floors of office and retail space, covering over 10,000 square meters, with zones open until midnight every day to cater to the lifestyle of the new generation that does not adhere to traditional formats, supporting entrepreneurs and startups looking to test the market and sell products through the retail sandbox platform. It also promotes cashless transactions and supports payments using cryptocurrency.