Central Group engaged me to reimagine the future of eCommerce for two of their most prominent brands: Central, their flagship department store chain with 120 stores, and Tops, their highly successful supermarket chain operating 256 locations across Thailand and Vietnam. Faced with growing local competition from online-only retailers, a digital experience that failed to match the in-store brand, and rapidly changing shopping habits driven by social platforms, Central Group needed a bold vision to stay ahead.

The challenge was clear: how could we use the latest design trends and technological innovation to create the next generation of eCommerce experiences for both a department store and a supermarket chain? To answer this, I conducted a deep dive into market-specific consumer and technology trends, conceptualising over 40 impactful ideas designed to give consumers more reasons to shop with the brands.

These concepts ranged from innovative user experiences to entirely new features and services, all tailored to meet the evolving expectations of modern shoppers. I collaborated with Central and Tops’ brand directors to bring these ideas to life, animating and visualising them to secure buy-in and alignment at the highest levels.

The project culminated in a bold new creative direction for both brands, enhancing their identities and making them more relevant and modern in a rapidly changing retail landscape. By combining strategic insight with creative execution, the groundwork was laid for Central and Tops to not only meet the challenge of online competitors but to set a new standard for eCommerce in the region.

Results: 40 impactful ideas and new creative direction delivered in 2 months

Services: Strategic Alignment • Conceptualising Digital Services & Products