What: Thailand’s leading retailers are intensifying 11.11 campaigns with omnichannel strategies, livestreaming, and loyalty programs to boost year-end sales.

Why it is important: By combining experiential digital tactics with in-store rewards, Thai retailers are setting a precedent for holistic, omnichannel retail strategies that enhance customer value and loyalty.

As the 11.11 shopping event becomes a major year-end battleground, Thailand’s top retailers are deploying fully integrated omnichannel campaigns to drive consumer spending and reclaim lost sales. Department stores and specialty chains are moving beyond simple price competition, focusing instead on seamless, multi-platform shopping experiences that blend livestreaming, social commerce, and personalized loyalty programs. Central Retail Group and The Mall Group are leading the charge, leveraging their apps, social channels, and in-store activations to convert digital engagement into real-time sales and revive foot traffic. Specialty retailers are also capitalizing on the momentum by expanding across major e-commerce platforms and embracing community commerce. These strategies reflect a broader shift in Southeast Asian retail, where data-driven personalization, cross-channel promotions, and experiential marketing are now central to capturing consumer attention and building long-term loyalty.

IADS Notes: Thailand’s 11.11 retail campaigns exemplify the region’s rapid evolution toward omnichannel integration, experiential marketing, and data-driven personalization. Central Retail’s aggressive expansion and digital transformation, as detailed by Inside Retail (November 2024, March 2025), have been key drivers of sales growth, leveraging new stores, tourism recovery, and advanced digital tools such as smart carts and AI-powered personalization. The Mall Group’s award-winning influencer campaigns and digital strategies (Press Release, October 2025) further highlight the importance of high-quality content, social commerce, and omnichannel engagement in reviving footfall and boosting sales. BCG (November, December 2024) underscores the measurable ROI of personalization and the growing expectations for loyalty programs that are digitally integrated and experiential. The convergence of physical and digital retail is transforming Thai malls into cultural and lifestyle destinations, as seen with IconSiam and Central Chidlom (Inside Retail, June 2025), and is supported by significant investments in experiential retail (Inside Retail, September 2025). The 11.11 event itself has become a regional battleground, with Southeast Asia emerging as a key Singles’ Day market (South China Morning Post, November 2024), as retailers and e-commerce platforms leverage livestreaming, social commerce, and cross-channel promotions to capture consumer attention and drive year-end sales.

Thailand retailers wage all-out war for 11.11 shopping surge