Sakulrat Tanyongsiri, Director of Official Account and SME Business at LINE Thailand, revealed, “Northeastern Thailand is one of the most economically promising regions in Thailand, driven by the growth of new-generation SME entrepreneurs and the purchasing power of local consumers. These are crucial drivers of the local economy. However, entrepreneurs still face challenges from the economic climate, rising costs, and rapidly changing consumer behavior. Adopting technology and data is key to helping businesses ‘understand’ and ‘respond’ to consumer behavior and needs in a timely manner, leading to sustainable growth. LINE is ready to support Thai entrepreneurs with tools and knowledge to help businesses adapt and grow confidently in an era where transactions are increasingly driven by digital platforms, from information searching and inquiries to purchasing decisions via chat.”

5 Key Concepts for Driving Sustainable Growth in Thai Businesses and Overcoming Challenges: Brand building isn't just about brand recognition or promotions; it's about creating trust – that the brand shares common values ??and sentiments with customers. This involves telling stories and offering memorable experiences that build customer loyalty, leading to repeat purchases and word-of-mouth recommendations. According to a study by McKinsey & Company, 81% of consumers choose to buy from brands they trust. Increasing your loyal customer base by just 5% can increase profits by 95%. Furthermore, effective branding can reduce the cost of acquiring new customers by up to 35%.

2. Customer Insight: Using data to create a competitive advantage. Customer data is a crucial asset for businesses in today's world, helping them truly understand customer needs. Brands should not neglect collecting this data to build a foundation for their business. This includes general information, purchasing behavior, purchasing times, and product types that customers are interested in. Analyzing this data can then be used as a competitive advantage in communication, creating compelling narratives to enhance brand image and brand recognition. In marketing, it allows for developing more targeted experiences and promotions. For example, segmenting customers based on behavior and preferences using data from LINE OA or MyShop can be used to target advertising campaigns like LINE Ads, as well as implementing retargeting. McKinsey & Company's data shows that collecting and using customer data effectively is key. This will increase the chances of building customer loyalty by 9 times compared to typical brands, increase the chances of acquiring new customers by more than 23 times, and increase the potential for profit by up to 19 times.

3. Authentic Content: Communicate sincerely, reduce embellishment. LINE goes into the Isaan region, highlighting 5 concepts for driving modern businesses towards sustainable growth and overcoming challenges. Modern consumers value brands that communicate ‘straightforwardly’ and reflect their ‘authentic’ identity. Content should therefore tell stories that create value for both the product and the brand, not just focus on selling products or promotions. An example is Sweet & Green, an organic fruit and vegetable farm, which uses videos to tell the behind-the-scenes story of its vegetable farming methods in a simple yet sincere way, attracting attention and building trust from customers. However, brands must also remember to create a memorable buying journey for customers. Sweet & Green, for instance, has created an online store where customers can easily order the list of vegetables they want through MyShop, and upon completion of the purchase... There are also loyalty point systems built through MyCustomer | CRM that encourage customers to make repeat purchases.

4. Agentic & Integrated AI: Using AI to increase efficiency, but not to replace it. This is another trend that modern brands are focusing on. However, using AI effectively doesn't mean replacing humans. Modern consumers still demand a ‘Human Touch’ – interaction, conversation, and sales that resonate with them like a fellow human. Therefore, AI should be used as an assistant in thinking and analyzing, enabling businesses to make sharp and accurate decisions based on comprehensive and clear data. It should also reduce redundant tasks, allowing teams to sell products and provide customer service more efficiently and effectively.

5. Resilience & Agility: Be prepared for all changes. The world has faced continuous uncertainty, from COVID-19 and natural disasters to global wars. Businesses shouldn't wait for problems to occur before adapting, but should prepare in advance. This includes building a strong brand, having their own customer database, and establishing robust business systems. Using technology and digital tools helps them communicate, reach, understand, and care for customers continuously and effectively, ensuring the business can always cope with any change.

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