July 18th, 2022, Samuel Tan
Central has registered the biggest boost in Word of Mouth (WOM) Exposure in Thailand for the month of June 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the number of people who are talking about the conglomerate saw an uplift of 12.2 percentage points during the four-week period.
Last month, Central Pattana, the brand's retail and property development arm, launched a mid-year sale across its chain of shopping centers and department stores nationwide. Running from 10 June to 31 July 2022, the sale includes discounts on more than 10,000 items, with customers standing to win prizes worth more than 9 million baht in total.
This comes after the launch of Central Chantaburi – a large mixed-use project housing the brand’s 37th shopping center, a convention hall, residential housing, and hotel – in end-May. As part of the opening celebrations, shoppers were offered discounts of up to 50% at shops and brands under the Central Group – such as B2S, Powerbuy, Supersports, Baan & Beyond, Tops and Chanthaburi Cineplex.
According to data from YouGov BrandIndex, Central’s WOM Exposure score rose from a low of 17.9 on 2 June to a high of 30.1 by 30 June. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, hypermarket chain Big C also recorded a 9.2-point increase in WOM Exposure from 32.5 on 1 June to 41.7 by 25 June, while dairy brand Foremost saw its WOM Exposure climb 8.9 percentage points from 17.5 on 8 June to 26.3 by 27 June.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 1 to 30 June 2022. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.