CP Group to Digitalize Lotus Supermarket Chain

Aug 2021

Thailand’s largest conglomerate. Charoen Pokphand (CP) Group, has announced that it will overhaul its Lotus supermarket chain in order to align to new shopping habits in the wake of the Covid-19 pandemic while refreshing its brand image.

The “Lotus’s” supermarket that recently opened in Bangkok is currently testing this strategy. The “s” in the new suffix stands for “smart,” as explained by the company. Throughout the store are “Scan & Go” panels, where buyers scan QR codes to purchase products and have them delivered when they prefer. This lets customers handle items in person before purchasing and shop without lugging bags home. The store offers a range of other digital-physical hybrid services, including “Click & Collect”, which allows customers to make purchases online and pick them up in-store, and home deliveries.

The digital pivot is part of CP Group’s efforts to refresh the chain’s image and shed its association with Tesco (bought in 2020), which Thai consumers associate with cheap, low-quality goods. The conglomerate is unifying its supermarkets under the Lotus’s brand, removing the Tesco name and redesigning its logo. It expects to rebrand its entire estate of 2,100-plus stores in Thailand by 2022.

In 2021, the group aims to expand by an additional 300 to 400 branches in different formats, including in the “mini-supermarket” category.

(Source: Nikkei Asia)

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