Accenture Interactive to Drive The 1’s Customer Experience Journey in Thailand

BANGKOK; October 12, 2020 – Accenture Interactive, part of Accenture (NYSE: ACN), has been appointed by

The 1,

Thailand‘s leading loyalty platform, to transform its customer experience strategy using experience design, analytics and personalization.

As the top digital lifestyle and loyalty platform of Thailand and Southeast Asia, The 1 is part of Thailand’s Central Group, which strives to deliver a seamless and personalized omnichannel experience to over 17 million members on its platform, anytime and everywhere with continuous development. This will help transform a new kind of Experience Economy in Thailand.

“Customer experience is now clearly at the heart of digital transformation for The 1. Our ambition is to build a ‘Digital Lifestyle & Loyalty Platform’ that goes beyond loyalty points and delivers the most personalized and differentiated experiences that address all customer needs and retain customer loyalty,” said Dr. Ton Chirathivat, President - The 1. “This collaboration enables us to capitalize on Accenture Interactive’s global expertise and technology capabilities to create an integrated ecosystem and fast-track our journey as a leader in the experience economy.”

The 1’s transformation journey began by working with Accenture Interactive to reimagine the cross-channel user experience and transform The 1 into an experience-led loyalty business. Tapping into Accenture Interactive’s deep digital experience combined with its marketing and design expertise, a major part of the transformation was to create a digital ecosystem that enables The 1 to offer a highly personalized experience with flexibility to respond quickly to changing customer and market demands.

Accenture Interactive helped The 1 rewire its technology capabilities and bring living services to its users. This includes designing data-driven loyalty programs, expanding the partner ecosystem through advanced analytics, improving the user experience of The 1 app as well as supporting its workforce transformation using adaptable intelligent solutions. Accenture Interactive built the platform on Adobe Experience Cloud to further elevate and scale the user experience.

In addition, Accenture Interactive’s helped The 1 introduce real-time data access with an opportunity to better understand and service the customer throughout the entire digital journey, giving the loyalty platform the ability to create a holistic customer experience across all touchpoints and provide content customized for its members. Next generation features using personalization and gamification will also reward members in more relevant ways.

For instance, The 1 ‘Mission’ is a feature where members earn points and redeem awards for completing a variety of missions across Central Group and participating partners within the new The 1 application. This feature is part of the development of The 1 platform to deliver a more active shopping experience and ensure long-term customer engagement.

“Winning in today’s digital world is about creating great experiences. We have assembled a talented team with dynamic capability mix in Accenture Interactive’s to empower The 1 with technology and marketing to take their member engagement to the next level. By connecting deep human and business insights with the possibilities of technology, we embed experience-led transformation into The 1 which enables them to better understand their members and deliver the most engaging and differentiated experiences to win and retain customers’ loyalty,” said Irwin Lim, managing director of Accenture Interactive for ASEAN. “The cost of acquiring a new customer is five times more than the cost of retaining a current customer, and our collaboration with The 1 will help provide the capabilities to reimagine and transform their organization into a business of experience.”

About Accenture
Accenture is a leading global professional services company, providing a broad range of services in strategy and consulting, interactive, technology and operations, with digital capabilities across all of these services. We combine unmatched experience and specialized capabilities across more than 40 industries — powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. With 506,000 people serving clients in more than 120 countries, Accenture brings continuous innovation to help clients improve their performance and create lasting value across their enterprises. Visit us at

Accenture Interactive is reimagining business through experience. We drive sustainable growth by creating meaningful experiences that live at the intersection of purpose and innovation. By connecting deep human and business insights with the possibilities of technology, we design, build, communicate and run experiences that make lives easier, more productive and rewarding. Accenture Interactive is ranked the world’s largest digital agency by Ad Age and has been named a Most Innovative Company by Fast Company. To learn more, visit

About The 1
The 1 - No.1 Digital Lifestyle & Loyalty Platform of Thailand and Southeast Asia under Central Group, aims to provide the best experience for over 17 million members using insights derived from using 360-degree analytical data system and high technology tools in data storage, data analysis, applications and marketing technology, as well as strong alliances in the 1 Ecosystem with Central Group and other business partners in 8 industries including shopping, dining, working, health, travel, living, entertainment and finance. The 1 has continuously improved and developed to be “New The 1” - Digital Lifestyle Platform which truly provides better experience to all members’ lifestyles under the concept of “EXPLORE to SURPRISE ANYTIME, EVERYWHERE” through the 1 Application. Visit us at

# # #


Piyanute Thongjiem
+66 0811131532

Yasmin Quek
+65 6410 8216