Bangkok – OneSiam, under Siam Piwat Co., Ltd., has taken another significant step in redefining the retail experience by rolling out its Customer-Centric Experience strategy. The initiative integrates digital innovation, data intelligence, and world-class customer engagement, while unveiling new uniforms designed by internationally acclaimed Thai fashion brand POEM, led by designer Sean Chavanon Caisiri.
Comprising four globally renowned destinations – Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM – OneSiam continues to strengthen its position as a Top-of-Mind Destination for both Thai consumers and international visitors. The group is transforming customer service through a 360-degree approach that blends offline and online experiences, driven by AI-powered insights and personalized engagement.
Revolutionizing Retail with Customer + Data + AI
Retail trends worldwide are increasingly defined by the fusion of Customer + Data + AI. OneSiam is among the first in Thailand to fully adopt this model by developing AI-Driven Customer Intelligence and implementing an Omnichannel Experience Excellence framework. This allows the group to anticipate customer needs through real-time data, analyzing purchasing behavior and touchpoints across platforms to deliver hyper-personalized services.
Saranthorn Asaves, Executive Vice President, Customer Centricity & Relationship, Siam Piwat Co., Ltd., emphasized: “We are not merely improving our services – we are revolutionizing the entire customer experience. By leveraging AI and Machine Learning, we can understand our customers even before they realize their own needs, and provide a seamless, personalized journey that exceeds expectations.”
The initiative also introduces AI-Powered Customer Service Kiosks supporting seven languages – Thai, English, Chinese, Japanese, Korean, Russian, and Arabic – to serve the growing number of international visitors, further underscoring OneSiam’s ambition to become a truly global retail hub.
Fashion Meets Retail: POEM Designs New Customer Engagement Uniforms
In a bold move that bridges retail and fashion, OneSiam collaborated with POEM to design new uniforms for its Customer Engagement team. This cross-industry collaboration marks the first time a leading Thai fashion house has designed service uniforms for a major retail group.
Designer Sean Chavanon Caisiri, founder of POEM, explained: “I grew up with Siam Piwat’s iconic malls, and each era left lasting impressions that inspired this design. The new uniforms reflect modernity, elegance, and professionalism, while balancing functionality for staff who interact closely with customers every day. We used Neutral Grey as the base tone – symbolizing progress and sophistication – combined with Siam Piwat’s signature purple for Siam Paragon, Siam Center, and Siam Discovery, and gold for ICONSIAM.”
The tailored silhouettes, offered in both skirts and trousers, highlight POEM’s signature precision cutting while ensuring comfort and mobility for frontline service teams. This design aims to create a strong First Impression and reinforce trust and credibility at every customer touchpoint.
World-Class Recognition for Customer Engagement
OneSiam’s commitment to world-class service has already earned international acclaim. Its Customer Engagement team was named a Finalist in the “Customer Service Team of the Year” category at the People in Retail Awards 2024 in the United Kingdom – a prestigious global platform honoring excellence in retail service. Notably, OneSiam is the only shopping center group from Asia to be shortlisted.
This recognition underlines Siam Piwat’s philosophy of “delivering experiences beyond expectations” and its ambition to represent Thailand on the global retail stage.
From Shopping Complexes to Global Lifestyle Destinations
Beyond physical retail, OneSiam envisions its role as a lifestyle destination that inspires and connects people across generations. By combining world-class service standards, data-driven personalization, and global partnerships, the group is positioning itself at the forefront of luxury retail innovation in Asia.
As Saranthorn concluded: “We are more than just shopping centers. We are a hub of lifestyles, experiences, and inspiration. By continuously elevating customer engagement, we aim to keep Thailand’s retail sector on the world map and remain the number one choice in the hearts of customers.”
