'Retail Without Borders' - how Frasers Property Thailand engaged evolving consumer behaviour at Samyan Mitrtown

At the heart of its success is its management strategy for Samyan Mitrtown, positioning the mall as a next-generation retail destination that caters to evolving consumer behaviour. Built on the concept of 'Retail Without Borders,' Samyan Mitrtown leverages deep consumer understanding, driven by a passionate team to create experiences that genuinely resonate with the lifestyles of modern urbanites.

Thiranant Kornsritipa, First Executive Vice President of retail business development of Frasers Property (Thailand) Public Company Limited, who has overseen Samyan Mitrtown for over six years, explained that the key to success was in a customer-centric approach and the determination to move beyond traditional retail formats. "We embraced the 'Retail Without Borders' concept to remain open to learning, experimentation, and rapid adaptation in response to continuously evolving trends and consumer behaviours. What matters most is truly understanding our customers and creating spaces that authentically reflect their identity."

FPT's 'Retail Without Borders' concept covers three core strategies:

• Shared Spaces for Everyone - offering a comfortable place for all
  Samyan Mitrtown positions itself as a space for everyone, opening its doors for all to participate in positive experiences through activities, events, and carefully curated shops that cater to diverse customer lifestyles. This philosophy recognises and values the uniqueness and differences in people, ready to support every moment in life—whether dining, learning, relaxing, or spending time together. This is reflected in diverse activities spanning education, food, health, music, and more, including:
  • Samyan Mitrtown Lantern Art Festival 2025 - the year's signature art event seamlessly blending art and culture
  • Play to the Max at Samyan Mitrtown - a viral challenge campaign inviting customers to participate and create shared experiences through various trending activities, such as carpet walking and singing with popular T-Pop artists
  • Lannom Samyan - another signature year-end event that invites customers to gather with friends and enjoy alcohol-free beverages in a festive atmosphere and has received excellent customer response.

Additionally, the centre provides experimental testbed spaces such as Fannamnom Band, which gives students opportunities to perform on stage alongside renowned artists, and the Pride Crosswalk activity, enabling nearby Chulalongkorn University students to express their inspiration through rainbow crosswalk art.

• Your Insight, Your Inspiration - bridging customer understanding to better experiences
  Behind every successful activity and space management is a trove of data and insights from customers, tenants, and social trends that are carefully analysed by the Samyan Mitrtown team. Guided by the principle of 'understand to deliver', the team studies sales performance, customer journey mapping within the mall, and lifestyle behaviours to develop fresh concepts and design experiences. This approach ensures that each visit offers a new and engaging atmosphere that keeps customers coming back.
• Meaningful Partnerships, Mutual Growth - creating value with partners, growing together sustainably
  Samyan Mitrtown values its tenants as partners to grow together with, working closely with brands, shops, and new entrepreneurs under the Sandbox leasing model. This approach provides experimental spaces for rotating shops within the mall for a duration of three to six months, giving entrepreneurs the chance to test their products and solutions in the market whilst offering customers new experiences through continually refreshed retail offerings, creating a vibrant and dynamic atmosphere.

Driven by these three strategies, Samyan Mitrtown remains a place that truly understands urban life and continues to evolve into a complete lifestyle destination for everyone. Looking ahead, FPT aims to further expand concepts around dining, learning, relaxing and spending time together to align even more closely with new-generation lifestyles, following a community-centric model that grows with customers, partners and surrounding communities.
"We are committed to making Samyan Mitrtown more than just a shopping mall—it is a living space where everyone can truly feel they belong," Thiranant concluded.

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