Customer Relationship Management

As a company engaged in the retail business which faces increased competition, the Company paces high importance on customer relationships management and satisfaction. Customer feedback and needs are hence critical insights that help the Company’s determine its sales strategy, selection of quality products and services, and research and development, among others. These inputs all enhance the Company’s competitive capacity, whether it be in customer retention through maintaining their satisfaction of products and services, meeting their demands, and providing greater convenience— contributing to customers’ decision to continue to use our services and recommend them to others by sharing positive experiences. The Company also uses these insights to discover and create new possibilities, and keep track of changes to the market, resulting in the Company’s understanding and ability to create plans to best prepare for changes, including efficiently expanding its customer base. Following our corporate philosophy, “Through happy employees, we desire to see smile and Happiness to customers.”

Customer Engagement Based on the SAVEQC Principle

The Company has created customer engagement based on the Service, Assortment, Value, Environment, Quality, Cleanliness or SAVEQC principle to retain service and product satisfaction by the following ways, including various units and subsidiaries related to its 7-Eleven stores.

To build sustained relationships with your customers

The Company also builds relationships with customers by listening to their opinions and making improvement recommendations based on customer expectations and complaints, among others, through suggestions and grievance channels. In addition to the Company’s multi-channel communication, the Company pursued a proactive strategy to gather customer opinions by monitoring and analyzing information obtained through different social media platforms, in order to ensure that the Company is able to efficiently and promptly respond to customer demands.

Product and Service Delivery through Digital Channels

Societal trends are changing; and society is entering a cashless and digital milieu. Leapfrog technologies are affecting lifestyles and shaping expectations of ‘good service’ from providers, whether it be in the form of convenience, safety, or 24/7 operations. In response, the Company has prepared for this market expansion through digital media, launching a payment service through Counter Service Co., Ltd., covering payments for over 1,000 product and service items, as well as providing product sales and consignment services through online channels, operated by 24 Shopping Co., Ltd.—following the slogan, “Fun shopping, everything, real convenience 24/7”, which have been translated from the Company’s corporate philosophy. Providing the highest customer satisfaction through all channels is the Company’s aspiration. The Company has focused its online channel strategy on 5 key areas:

Aplications and Contact Channels

Partner Applications

True Money Wallet Master Project

In adapting to the “New Normal”, customers less frequently left their home to avoid COVID-19 transmissions. The Company’s approach to increase its customer base and revenue was by expanding sales through the True Money Wallet application. It has developed skills of 7-Eleven staff on the use of this application and on communicating with customers the various benefits of making purchases through the True Money Wallet application. This builds the staff’s experience and stimulates customers’ purchases.

CPALL’s 2024 Strategies for Continuous and Sustainable Growth

1. O2O enhancement to integrate Offline & Online channels connection through 7Delivery and All Online services for home delivery

The Company launched 7Delivery service since 2019 in response to the digital lifestyle of customers who have mobile phones and laptop computers as important instruments to search, select, access to the goods, and order Ready-To-Eat food & beverages, amid intense competitions with other food delivery service operators on the same platform. 7Delivery service provides prompt delivery via 7App, the goods could be delivered from 7-Elevens to the customers’ houses or other required destinations within just 30 minutes. The sales from 7App escalated continuously and accounted for 10% of the total sales volume presently. Food and beverages are the top sales products on 7Delivery which is equal to approximately 40% of total sales on 7Delivery. All the facts confirm that we are the ideal Food and Drink Destinations for customers in all channels.

7Delivery service is on 7App platform; however, 7App also provides Online Shopping Service for the customers. The online shopping products on 7App include products that are not available in stores; and there are more than 20,000 items available online which range from dried food & seasoning condiments, household products, mother and children care products, elderly care products, electrical equipment, mobile phones, communication and IT gadgets, clothes, cosmetics, stationeries, toys, etc. We provide extensive goods to fulfill customer demand of all groups and ages, under the concept of All Online.

Under All Online concept, customers can place orders on 7App from their mobile phones, or can have the store assistants order for them online. Customers can choose whether to pick up the goods from any 7-Eleven stores at 24-hour convenience, or to have them delivered to their homes. Our Omni Channel and other new services would create new experiences to customers and differentiate our services from the competitors’ since we have a strong branch network and All Member program to offer promotions and collective points for all the spending.

In order to enrich the customers’ experiences in our O2O service, we consistently improve our 7App to make it a great platform for goods and service delivery under the concept of All Convenience, by integrating with our offline strength of more than 15,000 stores all over the country which could facilitate our impressive products serving and efficient home delivery. In 2024, we redesigned and revamped our 7App to make it more user-friendly. We provide Smart Search engine to support better and more precise searching for goods from nearby 7-Elven stores and 7-Elven large-scale stores which are the store hubs that provide extensive stocks in nearby areas. This would not deprive small stores of the sales opportunity. Adding up to our prompt delivery service, customers can choose to pick up their items from any stores, or pre-schedule the time for their convenient home delivery or store pickups. All the services are aimed to fulfill the customers’ comprehensive lifestyles, both dining and consumption.

2. Service business development in respond to modern lifestyle, inclusive of healthcare & beauty service and financial service

We keenly develop our service business in order to be comprehensive and responsive to various demand types by trying to be a central convenience service provider through our strong countrywide branch network, and O2O platform together with collaborations with our quality business alliances. At present, our major service business includes the following:

Healthcare & Beauty Service: In addition to household medicines and healthcare products availability in eXta pharmaceutical corners in 7-Elevens, we provide other health related products ranging from drugs, dietary supplements, cosmeceuticals, medical equipment, and healthcare products with easy access and reliability for the community, under the slogan Healthy Everywhere & Every Time. Apart from that, eXta Plus Pharmacies were set up with instore pharmacists for medical advice in many 7-Eleven stores. We open and recruit pharmacists who would like to have their own drugstores to be our pharmaceutical V and focus on improving the potential of pharmacists and store assistants in order to facilitate customers with health & medical problems. All PharmaSee application is connected with 7App for convenient online health & medical consultation with our pharmacists through VDO calls and Live Chat without any expense. This service is beneficial and supportive for customers who are at distance or inconvenient to travel. Moreover, on All PharmaSee, customers could receive useful healthcare information; search for nearby eXta Plus pharmacies; and place orders for health care products, food supplements, and medical equipment easily and have them delivered home by 7Delivery service.

3. Being the food & drink destinations

One of our outstanding product strategies is: being the first destination in the customers’ minds when they think of food and beverages, according to our slogan of “Stop here when you are hungry” and “Just order when you are hungry”. CPALL focuses on development and selection of new Ready-To-Eat menus in order to provide diverse alternatives for customers; respond to different lifestyles of various customer groups; and  create extraordinary experiences that could not be found anywhere which are inclusive of savory food, desserts, fresh fruits, and beverages. This year we launched 7Meal Deal campaign for customers who bought the main dish, by offering them beverages and desserts at special prices. We also had “Worthy Match” for customers who bought snacks, by offering them a variety of snacks and beverages for their selection with great taste, freshness, hygiene, quality, and value for money. Moreover, CPALL persists in developing “Full & Worthy” Ready-To-Eat food which serves sufficient amount of food, at economical prices, with diverse menus as to relieve Thai people’s cost of living at present.

Our popular and socially trendy Ready-To-Eat food and beverages last year are Brand of Chef Collaboration which is Ready-To-Eat food from famous restaurants or chefs. Brand of Chef Collaboration is a collaboration between CPALL and our food alliances e.g. Rosniyom & Iron Chef. Chef Care was the other collaboration with famous chefs like J’Fai to invent and create new recipes for 7-Elevens only. Other popular Ready-To-Eat items are desserts which ranged from Ready-To-Eat chilled Thai desserts; Japanese style desserts like Raindrop Cakes & Daifuku; and various chilled cakes. These popular Ready-To-Eat food resulted in substantially high sales growth last year. For these Ready-To-Eat food collaborations, most of our collaborated alliances are SMEs and we focused on using domestic ingredients from Thai agricultural products.

The other group of food that grew extensively is Healthy Meal which is an alternative for health-conscious customers, fitness enthusiasts, and weight controllers. We serve easy and convenient meals e.g. chicken breast menus, vegetable & Ready-To-Eat salads, high protein milk, and clean food with low calories, etc.

For the coffee and freshly baked bakery strategy, in 2024 CPALL upgraded All Café brand that is available in all stores throughout the country to All Select premium brand  to satisfy new generation customers. Our key strength was to serve well selected quality “Medium Roasted” coffee beans from Colombia at affordable prices because new generation coffee drinkers loved to try new experiences, enjoyed various flavors, and preferred distinctive styles. All Select was very well received from coffee lovers.

4. Joined forces to offer prestigious membership benefits

In the past three years, CPALL emphasized on developing and uplifting our membership system under All Member on mobile phone application, with a great number of 20 million members. All Member not only provides good two-way communication with customers, but enhances the members to receive benefits and privileges from 7-Eleven. The bonding relationship and privileges from being All Member membership promote more purchases significantly in terms of volume and frequency when comparing to non-member customers. In the next future years, we plan to expand the number of members consistently and will connect All Member with other businesses under Charoen Pokphand Group for member rewards exchange and membership benefit maximization. We aim to improve the membership privileges in order to serve the customers individually based on the analysis of the customers’ demand and buying pattern from their past records in All Member.

As a result of the company's four strategies, the 2024 operating performance in terms of the number of online customers and online sales is as follows:

Customer Data Privacy Protection

With the advancement of information technology Including communication systems have developed rapidly to access collection, use and disclosure of personal information can be done easily, conveniently and quickly which may lead to damage to the data owner. The company recognizes the importance of data privacy protection, which is a fundamental right. In the privacy right that must be protected under the Constitution of the Kingdom of Thailand and the Universal Declaration of Human Rights which any person will be subjected to arbitrary interference in privacy, family, residence or communication or will not be disrespectful to honor and reputation. Everyone has the right to the protection of the law against such interference or abuse. Including to support and respect the protection of human rights as announced at the international level in accordance with the UN Global Compact, including the law on the protection of personal information Therefore, the company has announced the policy to be the core of the protection of customer information (Data Privacy).

The Company has monitored the percentage of users whose customer data is used for secondary purposes. In 2024, There is 0% of users whose customer data is used for secondary purposes.