What is Sales and Marketing Strategy of Berli Jucker Company?

BJC is prioritizing the advancement of its digital platforms, notably the Big C Plus app, to elevate the overall customer experience. This focus is supported by a significant investment in digital capabilities.

The company has earmarked 600 million baht for digital facilities, personnel, and new technologies between 2024 and 2026. This investment aims to bolster its digital presence and operational efficiency.

BJC is leveraging data analytics, AI, and machine learning to personalize marketing efforts for its 20.8 million members. This includes AI-powered chatbots for customer support and tailored product recommendations via email.

Traditional marketing remains a key component, with promotional campaigns targeting loyal customers during festive periods and collaborations like the agricultural products fair with the Royal Project Foundation.

BJC's marketing mix emphasizes high-margin products. A strategy involving low-margin staples like chicken and pork has successfully driven sales of higher-margin items such as bakery and ready-to-eat meals.

This strategic approach to merchandise, combined with new product development and direct sourcing, has resulted in double-digit year-on-year growth in fresh food sales from September 2024 to February 2025.

BJC aims to increase private label sales from 14% in 2024 to 15% in 2025, targeting 30% by 2030, enhancing its value proposition with upgraded quality and diverse designs.

The company is actively improving store standards and increasing renovations to elevate the customer experience within its modern retail supply chain.

Consumer demand for quality produce is being met effectively, with fresh food sales experiencing double-digit growth in same-store sales during Q3 2024.

BJC maintains brand consistency across its physical and digital touchpoints, leveraging an omnichannel strategy to engage customers effectively.

The brand's appeal to younger demographics is validated by its 'Brand Loved by Gen Z' award in April 2025, indicating successful engagement with this key consumer segment.

BJC's brand positioning is fundamentally built on its 'B.J.C.' sustainability framework, emphasizing environmental responsibility, economic viability, and social welfare.

The strategic emphasis on fresh food sales, including competitively priced items like chicken and pork, has demonstrably driven foot traffic and market share. This approach encourages the purchase of higher-margin products, contributing to overall revenue growth.

The 'Donjai' network represents a significant expansion strategy, integrating smaller retail outlets without direct ownership. By offering technological support in exchange for inventory commitments, BJC is effectively broadening its distribution footprint and market penetration.

The company's ability to leverage government stimulus programs, such as the Easy E-Receipt tax deduction, highlights its agility in adapting to economic conditions. This has directly translated into increased consumer spending and sales performance during key periods.

Collaborations with organizations like the Royal Project Foundation underscore a commitment to supporting local communities and farmers. These partnerships not only enhance the product offering but also align with corporate social responsibility goals.

The ongoing focus on private label development is a critical component of the BJC sales strategy, aiming to significantly increase its contribution to overall sales and improve gross margin percentages. This involves expanding the product range and elevating product quality.

These diverse campaigns collectively contribute to BJC's overall growth strategy, demonstrating a multi-faceted approach to market penetration, customer acquisition, and revenue generation. Understanding these initiatives provides insight into the Growth Strategy of Berli Jucker.