Line Thailand unveils tech tools to help brands boost sales

Line Thailand has introduced new marketing technology tools to help marketers and brands increase sales amid the tepid economy.
The tools include an open platform that will allow companies to create new use cases, which will also increase Line users’ stickiness accordingly, said Weera Kasetsin, Line Thailand’s chief product officer.
The company will introduce tools that serve the needs of marketers, mainly new advertising formats such as video and animated ads, rather than ad banners.
“We have started new format ads in Japan and Thailand,” said Mr Weera.
Line has also analysed data of the followers of 6 million Line official accounts to create 95 customer personas, with plans to expand this to 200 by 2025, allowing marketers to use Line Ads in a more targeted way.
The customer personas refer to archetypal representations of customer bases who share similar interests or behaviours.
MyCustomer, Line’s customer relationship management solution, has also introduced new features such as marketing automation. It will also expand its connectivity to other sales channels, including Line Man, and will be adding functionalities for creating special events for specific target groups.
Thailand and local businesses are facing various macro and micro economic uncertainties, including slower economic growth, a high level of household debt and geopolitical risks, according to Ratthi Chatdamrongsak, chief commercial officer of Line Thailand.
He added that in the past 2-3 years, brands prioritised sales conversion over brand awareness. However, major brands in automotive, luxury goods and mobile phones are now shifting back to focus on brand awareness to boost customer loyalty.
“Data and technology will be essential for brands to survive and grow amid these changes,” said Mr Ratthi.
A study conducted by market research company NielsenIQ (Thailand) shows that cautious spending among consumers will shift to a purpose-driven spending mindset by 2025.
Moreover, members of Gen Z and millennials are likely to pay more to meet their needs.
Chinta Srichintangul, Thailand site leader at NielsenIQ (Thailand), said consumers are now shifting from cautious to intentional consumption driven by four factors.
The first factor is consumers are adjusting well to economic and social uncertainties, carefully evaluating their expenditure to ensure maximum value for their money.
Neilsen sees intentional consumers are willing to pay a premium for convenience and life satisfaction, particularly members of Gen Z and millennials.
Second, the volume of consumption is trending to improve with 5% growth for Thailand, mainly in fast-moving consumer goods, remaining a priority.
Brand loyalty is diminishing as consumers become more willing to switch to products they perceive as offering better value.
The third factor is financial polarisation. Although many consumers are achieving better financial stability, over 50% of the population still exercises caution when spending.
The fourth factor is redefining “discount”. Consumers no longer see value as just a lower price but also consider other benefits such as innovation, psychological benefits, sustainability or products made from natural sources as well as private label brands.
Srisupark Areevanichkul, Line Thailand’s corporate business director, said businesses have been leveraging data to adapt to the dynamic personalisation era in various ways.
She added that brands are broadening their potential customer base beyond core targets. For example, the auto sector has expanded its focus to interests such as weddings, family or music, while real estate broadened its targets to those interested in golf, luxury goods and digital gadgets.