Central Launches Elite Shopping Program for Thailand Expats

Central Department Store Group, under Central Retail, has partnered with The 1—Thailand’s largest digital lifestyle and loyalty platform with over 21 million members—to launch The 1 EXPAT, a membership program that redefines the shopping experience for expatriates in Thailand. Integrated within The 1 APP, The 1 EXPAT is designed to provide expats with not only tailored shopping privileges but also access to a vibrant community and unique O2O (online-to-offline) experiences crafted specifically for their lifestyle.
Ms. Rvisra Chirathivat, Chief Marketing Officer, Central Department Store Group, Central Retail, said, “We’ve identified significant growth potential within the expat segment, driven by their substantial purchasing power. In 2023, expat customers—with a 65% penetration rate among skilled expatriates in Thailand and spending 2.5 times more than local customers—played a crucial role in driving the growth and success of CRC’s business units. In response, we’ve developed The 1 EXPAT, an exclusive membership program designed to enhance the refined and seamless shopping experience for the expatriate community.
“Central Department Store Group has long been the preferred destination for expats when it comes to lifestyle needs, as our business spans all aspects of living. With this strong foundation, we are launching The 1 EXPAT to better serve and cater to the unique needs of the expat community in Thailand. This initiative aligns with the customer-centric strategy of Central Department Store Group in 2024, which prioritises growth in the expat segment as one of our key focuses, aiming to build lasting relationships within the expat community.”
Becoming the Leading Expat Community Hub
The vision for The 1 EXPAT extends beyond offering privileges—it is dedicated to becoming Thailand’s leading expat community hub. Through exclusive activities and year-round celebrations, The 1 EXPAT offers immersive shopping experiences and unique opportunities for its members. Whether attending elite events, gaining access to pre-sales, receiving special promotions, or enjoying personalised shopping experiences, The 1 EXPAT is committed to fostering meaningful engagement with the expat community.
Unrivalled Shopping Privileges Through Central Group Synergy
The 1 EXPAT sets itself apart by offering year-round privileges across Central Group’s extensive portfolio, thoughtfully designed to ensure that expats are supported in every facet of their lives, delivering a comprehensive lifestyle experience. In addition to exclusive benefits at Central and Robinson Department Stores, members gain access to a wide variety of top brands within Central Group, including TOPS, Supersports, PowerBuy, B2S, CMG, Centara Hotels & Resorts, Thai Watsadu, goWow, BnB Home and Auto1. The program will continue to grow, with plans to expand partnerships to include hospitals, airlines, wellness centres, hotels, and other leading brands in the near future.
Powered by the synergy of Central Group’s brands, The 1 EXPAT redefines what it means to belong to a membership program, offering an integrated and enhanced shopping experience that reimagines customer engagement.
As part of its commitment to providing exceptional value, The 1 continues to stand as Thailand’s largest loyalty platform, with over 21 million members—representing 30% of the population. The platform delivers unparalleled experiences and privileges through its extensive network of over 3,000 partners and 32,000 service points nationwide.
Kawin Tangudtaisak, Managing Director of The 1, said: “As Thailand’s leading Digital Lifestyle & Loyalty Platform, The 1 is committed to delivering a seamless digital experience tailored to the lifestyle needs of our members, including expatriates in Thailand—a key member group for whom we have crafted a personalised and convenient experience. Currently, by joining The 1 EXPAT, members can enjoy various conveniences through The 1 APP, such as checking point balance and redeeming points, viewing profiles, and accessing exclusive privileges designed specifically for expatriates in Thailand. Moving forward, we will continue to enhance these experiences with The 1 EXPAT to offer even more personalised rewards and services that truly meet their needs.”
Why Join The 1 EXPAT
By joining The 1 EXPAT, members can accumulate The 1 points with every purchase across Central Group and its network of business partners. These points can be redeemed for cash coupons and exclusive deals on a wide range of brands and services, including luxury hotel stays, entertainment, beauty treatments, and more. Through the app, members can also track their point history, access core privileges, manage their profile, and view exclusive offers tailored to them—creating a truly integrated loyalty experience.
How to Become a The 1 EXPAT Member
The launch of The 1 EXPAT marks a significant milestone in Central Group’s commitment to Thailand’s expatriate community. By combining exclusive shopping privileges, community engagement, and seamless digital integration across Thailand’s largest retail network, The 1 EXPAT offers more than just a loyalty program—it provides a comprehensive lifestyle solution tailored to the unique needs of expatriates. As Central Group continues to expand its partnerships and enhance its offerings, The 1 EXPAT is set to revolutionise the shopping experience for Thailand’s growing expatriate community, setting new standards in retail innovation and customer engagement.