Fashion/Tanachira Group

Tanachira strengthens customer relationship management

Editorial staff

Tanachira Retail Corporation Public Company Limited, a regional leader in lifestyle and fashion brand business, launched "TANACHIRA CLUB," connecting all brands via a single platform.

By leveraging customer insights for data analysis, the company aims to enhance customer relationship management, gain deeper understanding of customer behavior and interests, and deliver seamless, personalized, meaningful experiences, improving communication efficiency and engagement across every touchpoint between brands and customers in the long term.

Tanapong Chirapanidchakul, Chief Executive Officer of Tanachira Retail Corporation Public Company Limited, stated

Tanapong Chirapanidchakul, Chief Executive Officer of Tanachira Retail Corporation Public Company Limited, stated, "TANACHIRA CLUB is a strategy driving our vision of 'Creating and Delivering Meaningful Lifestyle' to build understanding and long-term relationships with customers. We chose LINE Official Account because it is a platform Thai people use in their daily lives, enabling us to communicate with customers quickly, meet their needs, and deliver more personalized experiences.

TANACHIRA CLUB reflects a customer-centric philosophy that places customers at the center of every experience, bringing together all brands under the group into a single hub—from the lifestyle business group, including PANDORA, Cath Kidston, and LIVE! Activewear; the fashion business group, including Marimekko, GANNI, United Arrows, and MM6 Maison Margiela; the beauty and wellness business group, including HARNN; to the food and beverage business group, including Gordon Ramsay Bread Street Kitchen & Bar, Gordon Ramsay Street Pizza, and most recently Gordon Ramsay Street Burger. Customers will receive benefits precisely tailored to their individual interests and lifestyles."

Members receive exclusive benefits across all TANACHIRA group brands through a single system, with key benefits.

Every purchase from any brand within the group earns reward points that can be redeemed for gifts, discount coupons, or access to special activities as well as receive exclusive benefits immediately upon first registration.

Members can enjoy special campaigns such as weekly campaigns, surprise coupons, and birthday rewards. They also have opportunities to join member-only special activities, such as exercise classes.

Athiti Rukcheewong, Head of E-Commerce & CRM at Tanachira Retail Corporation Public Company Limited, added that since TANACHIRA CLUB launched in August 2025, the company has seen significant progress across various dimensions of customer engagement and conversion on an ongoing basis. Current membership stands at 106,636 members (as of June 2026) and expects to reach 175,000 members by the end of 2026.

Member purchase frequency has increased from 1.1 to 1.4 times per member, an increase of 27.3%, while the repeat purchase rate has continued to trend upward, reflecting the effectiveness of using customer insights for personalized marketing and individualized communication (data as of end of March 2026).

Furthermore, the company continues to advance cross-brand synergy marketing, connecting experiences across all brands within the group seamlessly.

Customers can easily join TANACHIRA CLUB via LINE OA: @TANACHIRACLUB or by scanning the QR code available at every store to receive exclusive benefits and access new, more rewarding, and convenient experiences.