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Central Retail Leverages Qualtrics to Invent New Omnichannel Customer Experience Platform

Last updated:  October 24, 2022

Thailand’s leading retail and service business brings together insights from its digital, contact centre, and in-store locations (full omni-channel)

Department Stores and Food group under Central Retail will be the first to go live on the new platform

BANGKOK (Oct. 25, 2022) – Qualtrics (Nasdaq: XM), the leader and creator of the experience management category, today announced that Central Retail, whose brands are leaders across food, fashion, hardline, property and health & wellness categories in Thailand, has selected Qualtrics CustomerXM™ to help Central Retail deliver improved customer experiences aligned to new and evolving consumer behaviours and expectations. In response to increasing volumes of online shoppers since the beginning of the pandemic, Central Retail is continually investing in developing its omnichannel platform to help customers access products easily, conveniently, and safely – both online and offline.

By standardizing the Group’s customer experience programs with Qualtrics, subsidiaries across the organization will be enabled with continuous feedback across all channels – including digital, contact centre, and in-store – and key moments in the customer journey – from pre-sale through to post-purchase. Insights will be available in real-time to help teams drive continual improvements to the customer experience, while automated workflows can immediately alert teams of negative feedback, enabling them to rapidly resolve customer issues as they arise.

The first business units to go live on the new Qualtrics platform will be Department Stores and Food group under Central Retail, which include Central and Robinson Department Stores, Central Online, Tops Online, Central Food Hall, Tops Market, Tops Daily, Family Mart, before scaling across the organization.

“At Central Retail we thrive to be the best in what we do for our customers. Our CX-driven commerce brings more customer centricity by ensuring we capture feedback in all customer interactions and turns this into actionable insight to continuously enhance our consumer journey. Qualtrics is a key enabler in this process,” said David Llamas, Chief Digital Officer, Central Retail Digital.

“Effectively responding to changing consumer expectations, preferences, and needs are critical to stimulating and reviving economies in Thailand and across the world,” said Rasel Ahmed, Group Head of Customer Experience Management, Research & Insights at Central Retail Digital. “The shift in customer behaviour requires organizations to invest in and develop their omnichannel platforms to help provide a seamless, convenient experience anytime and anywhere. Through the regular insights and capabilities enabled by Qualtrics, Department Stores and brands in Food group under Central Retail will be able to quickly and confidently uplift the customer experience across all channels.”

“In response to today’s evolving markets, knowing what matters most to customers is more important than ever. By using Qualtrics to regularly tune into the needs of customers, organizations like Central Retail are able to respond with empathy, speed, and scale to deliver experiences helping them attract and keep customers,” said Mao Gen Foo, Head of Southeast Asia at Qualtrics.

About Qualtrics

Qualtrics, the leader and creator of the experience management category, is changing the way organizations manage and improve the four core experiences of business—customer, employee, product and brand. Over 16,750 organizations around the world use Qualtrics to listen, understand and take action on experience data (X-data™)—the beliefs, emotions and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love and build a brand people are passionate about. To learn more, please visit

About Central Retail

Central Retail Corporation Public Company Limited or Central Retail is the leading multi-format, multi-category retailing platform in Thailand. It is also growing internationally, securing leadership status in Italy and becoming one of the leaders in Vietnam. It has a network of 3,550 sales counters (as of 30 June 2022) such as department store, convenience store, specialty store, supermarket, hypermarket, and retail plaza. Central Retail’s business is organized into 4 operating segments based on business units; (1) Hardline, which focuses on electronics, home improvement, stationery, office equipment, book, and e-Book under portfolio of retail banners, for example, Thai Watsadu, Baan & Beyond / BNB Home, Power Buy, OffliceMate, B2S, MEB, and Nguyen Kim; (2) Food, which focuses on groceries and items typically found in convenience stores under portfolio of retail banners, for example, Central Food Hall, Tops, Big C / GO! Vietnam, Lan Chi Mart, Tops Market Vietnam, and go!; (3) Fashion, which focuses on apparel and accessories under portfolio of retail banners, for example, Central Department Store, Robinson Department Store, Rinascente Department Store, Supersports, and Central Marketing Group; and (4) Property segment, which focuses on leasing retail property to third parties and to its own stores at retail plazas, for example, Robinson Lifestyle, Tops Plaza, and Big C / GO! Vietnam. As of 30 June 2022, Central Retail has a presence in 3 countries; comprising of 58 provinces in Thailand, 41 provinces in Vietnam and major cities across Italy. (as of 30 June 2022)