{"id":11520,"date":"2022-02-02T13:52:09","date_gmt":"2022-02-02T06:52:09","guid":{"rendered":"https:\/\/trueblog.info\/blog\/?p=11520"},"modified":"2024-01-08T15:17:01","modified_gmt":"2024-01-08T08:17:01","slug":"can-technology-make-us-love-in-store-shopping-all-over-again","status":"publish","type":"post","link":"https:\/\/www.true.th\/blog\/en\/can-technology-make-us-love-in-store-shopping-all-over-again\/","title":{"rendered":"Can technology make us love in-store shopping all over again?"},"content":{"rendered":"\t\t
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Pushed by COVID-19, Thai consumers are embracing online shopping for much more than just electronics, fashion or beauty products. Be it a latte or a sofa, anything can now be delivered at one\u2019s home in just a few taps. But where does that leave physical retail? To find out, dtacblog spoke to Raewat Tankittikorn, the head of dtac\u2019s Channel Excellence division.<\/p>

Mr. Raewat leads a team of experts reinventing the in-store experience for consumers. By using data-driven AI and automation, dtac is making shopping in real life as smooth, personalized and fast as buying from an app.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201cToday, dtac shops are completely paperless. You can get a new SIM in minutes without filling out any forms or making any copies of your ID. It used to take 10 times more time and leave a paper trail that put customers\u2019 identity at risk. And this is just the beginning, we\u2019re continually improving the in-store experience by making it more digital,\u201d he tells us.<\/p>

At the very start of the pandemic, from January to June 2020, dtac recorded a fivefold increase in the redemption of online shopping privileges within the dtac app. Meanwhile, data usage in city centers dropped as office employees took to working from their homes and laborers headed upcountry. These behaviors could have been the perfect storm to wipe out physical retail. But Mr. Raewat says customers were surprisingly keen to return to dtac shops in between lockdowns.<\/p>

\u201cCOVID-19 caused a major shift in customer behaviors. Some traditional customers are still shopping in malls, but the fastest growth is in digital channels and in local retail that is closer to where people live, outside of city centers. All of these raise the question of the role of shops in the future. My belief is that they will remain, but they will have to do more to be relevant and future-ready,\u201d Mr. Raewat says.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Mr. Raewat\u2019s role requires him not only to respond to such changes, but also to prepare dtac for what comes next. Having converted dtac shops to entirely paperless operations, his team is now launching over 100 robotic automation processes to serve customers more quickly. Their goal is to automate 100 percent of processes by 2023.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201cThis is not just automation for the sake of automating. Customers now expect a retail experience as smooth as what they experience when shopping on their smartphone. With automation, we can get closer to that expectation. For example, touch-free operations allow us to have a real-time view of our inventory, so customers can get products faster, whether it\u2019s via delivery or in-store pickup,\u201d Mr. Raewat says.<\/p>

While today\u2019s focus is on effective digital channels and fast service, Mr. Raewat is also preparing dtac for tomorrow. dtac is building a vast portfolio beyond core connectivity services\u2014microloans, insurance, gaming and more. And he believes dtac\u2019s shops are uniquely positioned to connect customers to services like these.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201cAs Thai consumers become increasingly digital, privacy and security are becoming a major concern for them\u2014and for the businesses they buy from. Online, it\u2019s hard to tell if someone is who they say they are. But mobile operators stand out in the digital space as we have verified the identity of our customers. dtac is now leveraging that to develop a secure digital ecosystem. From gaming to banks and insurance, the services we offer are rapidly expanding,\u201d he explains.<\/p>

To keep up with fast-changing customers, Mr. Raewat also stresses that teams must work in new ways: collaborating more closely across the entire organization, taking more risks, and acting more quickly. Employees are also encouraged to work remotely and self-manage their time.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201cIt takes a very special culture to be agile,\u201d he says. \u201cAt dtac, we are completely focused on empowering our customers, and on enabling them to live their best life. We call it tight-loose-tight. We are very clear on our team\u2019s goals and on measuring their impact, which is to improve our customers lives. But we are loose on how teams fulfill those goals. It\u2019s up to them to find what\u2019s best for the customer.\u201d<\/p>

Tomorrow, the supremacy of large shopping malls in city centers may make way to different suburban or even rural options complemented by home delivery. \u00a0But with the vision and customer-focus of teams like Mr. Raewat\u2019s, physical retail looks set for a bright future no matter what shape it takes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Pushed by COVID-19, Thai consumers are embracing online shopping for much more than just electronics, fashion or beauty products. Be it a latte or a sofa, anything can now be delivered at one\u2019s home in just a few taps. But where does that leave physical retail? To find out, dtacblog spoke to Raewat Tankittikorn, the […]<\/p>\n","protected":false},"author":7,"featured_media":17219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[304,161],"tags":[],"class_list":["post-11520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dtac-en","category-releases-en"],"acf":[],"author_data":{"id":7,"name":"SFW","avatar":"https:\/\/www.true.th\/blog\/wp-content\/uploads\/2025\/09\/logo-sfw-1.png"},"_links":{"self":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/11520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/comments?post=11520"}],"version-history":[{"count":1,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/11520\/revisions"}],"predecessor-version":[{"id":17228,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/11520\/revisions\/17228"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/media\/17219"}],"wp:attachment":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/media?parent=11520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/categories?post=11520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/tags?post=11520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}