Central Retail Corporation (CRC), Thailand’s largest retailer, plans to invest approximately USD 1.38 billion through 2027 to expand operations in Thailand and Vietnam. The strategy, called “New Heights, Next Growth,” focuses on three main areas: enhancing customer engagement through its 26 million-member loyalty program, accelerating new business development, and expanding its presence in key markets.
CRC is also advancing its unified technology platform to support an integrated omnichannel retail experience. The platform is expected to improve the company’s ability to scale artificial intelligence tools and sustain double-digit growth in online sales.
Vietnam remains a core market for CRC’s expansion, with the country’s projected GDP growth of 5.2% surpassing that of Thailand. CRC currently operates 330 stores across 26 provinces and cities in Vietnam. The company is expanding both its food and mall businesses in the country and is introducing store formats tailored to specific customer segments.
The investment plan also aims to achieve 5% annual growth in both revenue and EBITDA despite global economic uncertainty. CRC is focused on improving operational efficiency, using AI to generate deeper consumer insights and support employee productivity.
According to CEO Suthisarn Chirathivat, the company is adapting to slower global growth and changing consumer behavior by optimizing internal capabilities and investing in technology. The long-term goal is to strengthen CRC’s competitive position in Southeast Asia while responding to shifting market conditions and customer expectations.
(Source: Vietnam Plus)
