Makro, a part of CP Extra Plc, is undergoing a brand transformation to modernize its wholesale and retail business, with a focus on expanding its online and offline presence to adapt to evolving consumer preferences.
Tanit Chearavanont, Makro Thailand’s CEO, outlined the company’s strategy for the year, which includes expanding its current network of 168 branches and revamping stores to offer a fresh look that resonates with changed consumer behaviors post-pandemic.
Mr. Tanit noted a shift in consumer habits, with more households opting for home cooking and increasing their purchases from Makro. This trend extends beyond traditional customers in the hospitality and retail sectors to encompass small grocery stores.
Recognizing the changing landscape, Makro acknowledges that the cash-and-carry model alone may not suffice. With a rising preference for cashless transactions, online shopping, and delivery services, the company aims to position itself as a prominent food destination for fresh produce, according to Mr. Tanit.
Makro’s strategic direction involves catering to omnichannel demands by expanding its online and offline presence, modernizing its wholesale concept, and enhancing its existing ‘Aro’ brand with the introduction of ‘Aro gold’ – a line focused on premium offerings, including imported fresh ingredients like meat, seafood, and high-quality local products.
Additionally, Makro is partnering with small and medium-sized food brands to co-create Aro-branded products. The company is also venturing into the ready-to-finish market to streamline cooking processes and costs for businesses.
Amidst economic challenges, Mr. Tanit remains optimistic about Makro’s growth prospects, especially with the gradual recovery of tourism in Thailand and a resilient economy that is expected to avoid a recession. The company is also eyeing expansion in export markets within Southeast Asia and beyond, alongside forging partnerships with international collaborators to further its reach.
