Top 25 eCommerce leaders 2022: Punnic Jotinujit

Making it as a top 25 candidate at the 2022 eCommerce Awards was Punnic Jotinujit (pictured). He leads the eCommerce operations of The Mall Group across all emerging markets. He holds the position of vice-president, responsible for the marketing omni-channel business, CRM analytical, loyalty cards, and marketing innovation.

Previously, he was the group general manager for almost four years, responsible for marketing. He turned customer information into a monetary value, utilising consumer behaviour by technology-enabled connectivity. He also worked at Siam Commercial Bank as head of debit and ATM cards for almost two years.

Before Siam, he was at Citi as AVP of decision management, where he worked with customers, management and the marketing team to implement regional and local business development.

With more than 20 years of experience, he has designed and developed innovative customer experiences with new technology, mobile app design UX, new metaverse platforms, and usage of AR technology, BEACON, location-based marketing, and card-less payments.

He is now part of The Mall Group that includes brands such as Paragon, Emporium, EmQuartier, and The Mall Lifestore. While he was VP, The Mall Group launched M Online in 2021, an immersive seamless shopping retail-commerce platform.

The M Online platform breaks physical boundaries as physical stores are only available in Bangkok and Nakhon Ratchasima.

This opens opportunities that reach a wider target nationwide, and fulfils the omni-channel shopping experience for consumers who shop on both offline and online platforms.

The M Online omni-channel experience includes shopping channels and services such as “Call2Order” (consumers can call in to the preferred branch and talk to its dedicated shopping assistant and get packages delivered); “Chat and Shop” (to experience a personalised shopping assistance service); and “M Online virtual store” (an innovation to immerse an offline shopping experience to an online shopping journey).

The key strategies to this campaign was to simulate the in-store shopping experience of the Paragon flagship store in just one click at M Online’s website or the mobile application.

Jotinujit executed it with a creative concept that played around with joyful moments when browsing in-store via digital shopping.

It highlighted a variety of brands and products that covered different consumers’ lifestyles as well as demonstrating a simple and convenient way to shop at The Mall Group’s store from M Online’s website and mobile application platforms.