SIAM PIWAT: THE ICON OF INNOVATIVE LIFESTYLE
As one of the most respected players in Thailand’s retail industry, Siam Piwat Group boasts a staff strength of 2,074 employees and is led by Bangkok-born Chadatip Chutrakul. In order to maintain its leadership against competitors who are significantly ramping up their retail capabilities, Siam Piwat always thinks out of the box to keep delivering novel business concepts to Thailand.
Siam Piwat counts among its clients a list of brands and corporations that read like the who’s who of the world of fashion, lifestyle, luxury, F&B, entertainment and technology. The company has also been a key driver in the building of the Siam district as the centre of urban leisure and recreation.
Siam Piwat believes that what makes it special is the consideration it invests into each and every detail for every project it undertakes. It begins with deep research, customer concept testing, and long discussion with retailers to gain insights into the future. This helps them stay ahead of constantly evolving customer behaviour and shopping patterns. To stay competitive and achieve long-term success, Siam Piwat ensures that all its projects follow four key strategic rules: innovation and staying ahead, being customer-centric, the creation of shared values, and the building of partnerships.
A graduate from Chulalongkorn University with a degree in banking and finance, Chadatip Chutrakul began her career at Siam Piwat after spending four years as an oil and gas specialist in the insurance industry. Although new to the retail business when she first started, she learnt from her tenants and staff, swiftly progressing to the position of Managing Director in 1996, and then Chief Executive Officer of Siam Piwat Group in 2009.
Chadatip considers her father, General Chalermchai Charuvastra, founder of the Tourism Authority of Thailand, the biggest influence in her life. Chadatip believes the lessons from her father about life being all about learning have shaped her belief system and work ethic. “In the retail and service business, the need to learn in order to satisfy customers and business partners never ends. That is why I admire those who can combine the ability to have a strategic vision with an eye for the smallest detail. This ensures proper executions that will enable the fulfillment of that vision,” says Chadatip.
In terms of characteristics that make someone a good leader, she considers being understanding and empathetic, trustworthy, and visionary, coupled with courage and commitment to excellence, to be the strongest traits one can possess. She also believes that leaders must ‘dare to succeed’ and that today’s leaders should encourage innovative thinking and continuous learning from each other.
Under her leadership, the Siam Piwat Group has received a 73% favorable rating and has scored 78% percent as a recommended workplace. The woman at the helm believes that the high scores contribute to the organisation’s ability to keep their employees motivated. – [According to Employee Engagement Survey in 2017 that Siam Piwat Group collaborated with Aon Hewitt.]
To further enhance the capabilities of its employees, staffs are given opportunity to learn and to grow in the company through Siam Piwat Academy, training roadmap and internship program. Soon, Siam Piwat Academy will focus on Knowledge sharing forum in order to share our intellect and to emphasize our role as the Icon of Innovative Lifestyle.
Siam Piwat’s goal when it comes to Corporate Social Responsibility is to widen the window of opportunities for Thailand through engagements with partners, stakeholders, communities and the Thai people. In terms of communities, in addition to joining hands with tenants and business partners to manage waste management programs, the Group has created the Thai Designer Community at Siam Center, sponsored the construction of the One Siam Sky Walk, and supported communities such as Thailand Friendly Design Foundation.
