Sports Mall's latest marketing campaign, "Get Fit with Sports Mall", is expected to generate sales of more than Bt700 million this quarter.
Sports Mall is the trendy sports apparel and equipment section in every The Mall branch, Emporium and Paragon.
Suntorn Sureeleungkhajohn, assistant general manager for merchandise, said yesterday that the initiative focuses on office employees and fitness-minded individuals, especially those who are too busy to exercise.
Sports Mall wants office employees to concentrate on their physical well-being and exercise more and also wants to inspire people to exercise and participate in sports.
Sports Mall spent Bt2 million on this campaign along with the two largest fitness centres in Thailand. Fitness First has 17 branches and at least 80,000 members and California WOW has at least 160,000 members. The cross promotion seeks to provide value-added benefits to customers, including a strategy for using the M Card, Sports Mall's membership card with at least one million members.
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