NEWS

Central Department Store, under Central Retail, Collaborates with Mastercard to Launch Central x Mastercard Priceless – Thailand’s First Integrated Priceless Platform

Elevating shopping with comprehensive experiences, exclusive promotions, and Priceless moments

Central Department Store, under Central Retail, Thailand’s leading lifestyle retailer, has collaborated with Mastercard, a leading global technology company in the payments industry, to launch the joint campaign, introducing Thailand’s first integrated online platform, Central x Mastercard Priceless.

Bringing together exclusive shopping promotions, lifestyle privileges, and extraordinary experiences from both Central and Mastercard, the platform is designed to go beyond everyday rewards. It connects Central’s Mastercard cardholders to moments that are truly Priceless—whether through memorable dining experiences, exclusive cultural and entertainment access, meaningful travel opportunities, or once-in-a-lifetime experiences from around the world that money alone cannot buy.

Ms. Rvisra Chirathivat, Chief Marketing Officer of Central Department Store Group under Central Retail, stated “This collaboration between Central Department Store and Mastercard transcends traditional promotions. It represents a new chapter in the shopping journey that seamlessly integrates product selection with world-class priceless experiences through the campaign. We envision the Integrated Platform as a gateway connecting our customers to exclusive privileges specifically designed for them. The recently concluded “Hong Kong Priceless Experience” serves as a clear testament to the principle that ‘money can’t buy everything, but experiences create lasting memories.’ Our commitment is to elevate Central Department Store as a dynamic lifestyle destination that continuously drives customers toward broader and more meaningful horizons.”

Strategic Collaboration: Central x Mastercard

This collaboration underscores Central Department Store’s vision to become a comprehensive lifestyle platform, offering customers distinctive experiences across every dimension of modern living. At the same time, it supports Mastercard’s strategy of deepening loyalty and emotional engagement through specially curated campaigns and meaningful experiences. Performance metrics clearly demonstrate continued growth among tourist segments and partner customers, particularly in the Luxury and Beauty categories, which maintain the highest popularity. Key flagship locations including Central @ centralwOrld, Central Phuket and Central Embassy continue to attract international visitors and expatriates who consistently show higher average spending per transaction and seek out unique, premium experiences. This aligns seamlessly with the shared ambition of the Central x Mastercard Priceless Platform.

Core Objectives: Five Strategic Pillars of the Central x Mastercard Collaboration

  1. Experience Elevation: Transforming shopping into immersive lifestyle experiences that connects online and in-store worlds.
  2. International Brand Enhancement: Strengthening Central Department Store’s image as a premier lifestyle platform while extending Mastercard’s Priceless philosophy to cardholders in Thailand.
  3. Emotional Value – Loyalty & Engagement: Through customer privileges, such as the “Hong Kong Priceless Experience”, both organizations create lasting memories that go beyond traditional rewards.
  4. Strategic Customer Engagement: Inspiring participation among key customer segments, including Central’s Mastercard cardholders and the expatriate/tourist demographic, to foster shared experiences and stronger connection.
  5. Global Collaboration Extension: Evolving a long-standing alliance into a new era of experiential marketing and joint platform development.

Mr. Dheeraj Raina, Senior Vice President, Marketing and Communications, Southeast Asia, Mastercard, said, “Today, shopping is no longer just about transactions—it’s about discovering curated, meaningful experiences. At Mastercard, we recognize that consumers are increasingly prioritizing purpose-driven experiences, whether through culinary journeys, wellness escapes, or adventurous pursuits. This collaboration reflects Mastercard’s commitment to connecting people to their passions and bringing more priceless experiences and exclusive privileges to cardholders in Thailand. Together with Central Department Store, Mastercard is proud to launch the first integrated Priceless Platform in the country, transforming everyday spending into unforgettable moments.”

Highlight Experiences: From Digital Platform to Unforgettable Moments

Beyond the integrated platform, Central Department Store worked with Mastercard to provide select customers with the “Hong Kong Priceless Experience” – a signature benefit of Mastercard’s Priceless program. Participants enjoyed a carefully curated travel package that combines travel, culture and shared moments —featuring business-class travel, accommodation at The Peninsula Hong Kong, and Michelin-starred dining experiences. What made the experience truly Priceless was not the itinerary itself, but the opportunity for Central’s Mastercard cardholders to connect with loved ones, discover new passions, and create memories that last a lifetime.

Customer Privileges: Experiences That Transcend Shopping

Integrated Platform: The Central x Mastercard Priceless Platform consolidates all exclusive privileges and experiences in one comprehensive destination.

Shopping Privileges: Experience elevated shopping with dedicated personal shopping assistants from Central Department Store providing personalized guidance, product sourcing, and hospitality. Welcome Privileges include vouchers valued up to 1,800 Baht and complimentary Welcome Drinks (available when booking services at Central Chidlom).

Emotional Value: Every privilege and experience is designed to unlock opportunities for connection, discovery, and joy—because the most meaningful experiences can’t be measured by price, only by the memories they create.

Experience Priceless with Central Department Store and Mastercard today. For complete details on special activities and to register for exclusive privileges, visit: www.priceless.com/centralTH

*Terms and conditions apply as determined by the company.