Ms. Rawisara Jirathiwat, Chief Marketing Officer of Central Retail Department Stores, revealed that mid-year is a crucial period for the retail business, with operators rushing to launch campaigns to stimulate spending. This year, Central and Robinson continue their Central / Robinson Grand Grand Sale campaign for the 17th year, building on the clearly growing Sport Culture trend among consumers.
“Nowadays, consumers no longer see exercise as merely a health activity; it has become part of their lifestyle, self-expression, and a way to reward themselves. This is reflected in their purchasing behaviors, choosing products and services that meet health, fashion, and lifestyle needs simultaneously,” said Ms. Rawisara.
The company found that modern consumers emphasize the concept of “360° Self-Investment,” or investing in oneself in all dimensions—from exercise and health care to dressing and leisure activities. This has led to continuous growth in sports-related trends such as running, fitness, aerobics, and Blokecore fashion style, which blends football jerseys with street fashion.
For this year’s campaign, Central and Robinson apply the main strategy under the “3S” concept: Synergy through collaboration within Central’s business groups and trade partners; Seamless integration of shopping experiences across all channels; and Special Deal offering discounts up to 70%, plus exclusive benefits from affiliated businesses.
Additionally, they launched “Cenni,” a digital shopping assistant available on the Central App and Central Chat & Shop, designed to facilitate product searches, news updates, and easier access to promotions.
Meanwhile, to tap into the global football trend, Central is organizing the “Central Football Social Club” event on the ground floor of Central Chidlom. This event gathers sports, fashion, food, and entertainment activities in one space, including football exhibitions, rare collectibles, interactive games, and special promotions from affiliated businesses, aiming to enliven the mall and attract more consumers.
The Central / Robinson Grand Grand Sale 2026 campaign runs from today until 24 June 2026 at all Central and Robinson branches, as well as across all Central Group’s online channels.