MSN on June 27, 2016, 02:53:06 PM
TOPS CELEBRATES ITS 20TH YEAR ANNIVERSARY RAISING THE FOOD RETAIL BAR IN ASIAFactors to success through 20 years in business:
• Quality and Food Safety
Tops promises to offer the most complete collection of the best quality products sourced from the World’s best origins to be the No.1 in customers’ hearts. Our products meet GMP and HACCP standard requirements.
• Innovation
Being a leader in innovation, Tops persists to achieve the best to make shopping easier and more convenient to fit modern lifestyle. Tops provides QR codes that allow customers to trace its products, ActivePAK to prolong fruits and vegetables freshness, self-checkout counter, information screen at shelf, online shopping, as well as electronic payment (E-Signature).
• Trustworthy
Tops is an award-winning brand, the first supermarket that emphasizes and guarantees freshness, accuracy, stock, satisfaction. Superbrands 2016, Thailand; Brand of the Year 2016 from World Branding Awards, United Kingdom; Produce Retailer from Asia Fruit Award; and World Food Safety Excellence Award, Singapore are some Tops’ guarantees of excellence.
• Sustainability
Tops helps drive sustainable economy by aiming to provide income for local farmers. Through direct sourcing and product development, Tops helps in building a strong foundation for Thai farmers and Pracharat.
(23 June 2016: Bangkok) Tops, the leading supermarket in Thailand, sets customer satisfaction as its highest priority and invested 250 MB in the grand celebration of its 20th year anniversary; targeting 15% sales growth while raising the food retail bar.
Mr.Alistair Taylor - President of Central Food Retail Co., Ltd. – announced “2016 marks a very important milestone for Tops, our 20th Anniversary, and we strongly believe that without our customers, suppliers and partners’ dedicated loyalty and support over those 20 years, we would not have been able to achieve what we have today. Whether it’s been through focus groups or strategic partnerships, the insights and collaboration have enabled us to be at the forefront of the development of food retail in Thailand; allowing us to progressively raise the food retail “bar” through new formats and concepts, whilst ensuring that food safety, quality, service, value for money and fair trading are paramount in everything we do.” Products are guaranteed with awards such as Food Safety Excellence Award from The Ministry of Public Health and Golden ‘Q’ mark, GAP certification from Ministry of Agriculture and Cooperatives. Additionally, the company is widely recognised across the continents. The Institute of Grocery Distribution (IGD), United Kingdom, recognised Central Food Hall as one of Asia’s 5 Best Premium Stores to Learn From; and the Canadian Grocer listed Central Food Hall at Central Chidlom as one of World’s 25 Grocery Stores to Visit Before You Die. Regarding product innovation, the company’s private label has won PLMA’s World Private Label International Salute to Excellence Award for two consecutive years from the Netherlands. Recently, Central Food Retail has been awarded with Superbrands 2016 Award and Brand of the Year 2016 from World Branding Awards, United Kingdom. The awards reflect the company’s dedication in guaranteeing customers with the highest quality products and services when they shop at Central Food Hall and Tops. Today, Central Food Retail has leaped ahead in front of the competition in the industry; continuing to push forward in setting new standards, while delivering an unparalleled shopping experience to customers by focusing on convenience, product assortment and promotional campaigns with The 1Card (approximately 12 million members as of today), along with engaging activities. Mr. Taylor also mentioned “The next 20 years I believe will be even more exciting, where we will continue to bring you innovative shopping experiences and services with the best quality and selection of products that Thailand and the rest of the World has to offer, answering all your needs and exceeding your expectations.”
In addition to the various recognitions and awards, Central Food Retail is also the first supermarket in the country to ensure customers with “Freshness Guarantee,” “Scan Right Guarantee,” “Promotion Stock Guarantee” and “100% Satisfaction Guarantee,” which reflect its commitment and persistence in being Thailand’s leading supermarket that is highly recognised throughout Asia and the World.
Ms.Phattaraporn Phenpraphat – Executive Vice President Marketing and PR of Central Food Retail Co., Ltd. – stated that the company has invested 250 MB in activities and promotions for the celebration of Tops 20th Anniversary. “To show our sincerest appreciation and thank you to our valued customers, we have big surprises and rewards throughout the year such as “The Biggest Shopping Spree” with prizes of Tops Gift Card worth a total of 6 MB. There are 20 first prizes worth 200,000 Baht each and 100 second prizes worth 20,000 Baht each. Customers can enter for a chance to win simply by shopping at any Central Food Hall, Tops market and Tops SUPERSTORE at every 600 Baht; Tops SuperKoom at every 300 Baht; Tops daily at every 200 Baht from 29 June – 23 August 2016.” The company also invested in a TVC production, “Tops 20 Years, 20 Voices,” print ads, billboard, in-store communication and various online channels.
“Our business direction this year puts an emphasis on customer satisfaction. Customer satisfaction is our highest priority. We focus on marketing activities that are attractive and rewarding to customers through programs that actually do offer value to our customers. One of our greatest strengths lies in our highly accurate CRM system that helps us understand our customers in each segment; allowing us to efficiently cater to the lifestyle of customers in every segment in regards to products, promotions and services. In order to increase customer satisfaction, we have also made improvements to Tops Shop Online. In addition to concentrating on customer satisfaction, we too focus on the importance of driving sustainability for our local communities. We have been continuously involved in various activities that help develop product development, source products directly from local farmers and provide a distribution channel; driving toward a sustainable economy and improving the quality of life for the local farmers and their communities.
Ms.Phattaraporn Phenpraphat also noted that the company is ready and prepared to catch the wave and meet industry challenges. “We never stop pushing to improve and develop ourselves to meet the expectations of all our customers and stay on top as the leading supermarket in the competitive market.”
Currently, Central Food Retail Co., Ltd. operates 205 stores in eight different formats: Central Food Hall with seven locations, Tops market with 85 locations, Tops SUPERSTORE with two locations, Tops SuperKoom with 37 locations, Tops daily with 51 locations and Eathai with one location. Besides the six supermarket formats, the company also operates 3 Central Wine Cellar locations and 19 stores of Segafredo Zanetti Espresso. Last year, the company’s joint venture with Japan’s No.1 health and beauty store led to the opening of four Matsumoto Kiyoshi stores; 45 more stores are to be opened by year’s end. By the end of 2016, Central Food Retail plans to have total number of 250 stores, along with the completion of 12 store expansions and renovations; reaching target sales growth of 15%.
Follow how Tops celebrates its 20th year with 20 voices at www.tops.co.th/tops20years20voices and #tops20years20voices
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