IMPACT Muang Thong Thani has announced a significant strategic pivot in its digital customer communication strategy. The company is transitioning its primary information dissemination platform from its dedicated IMPACT mobile application to the vastly popular LINE Official Account, @impactvenue. This move is designed to streamline communication, significantly enhance the overall customer experience, and enable more precise tailoring of special privileges and promotions to align with individual customer preferences and event interests, reflecting a keen adaptation to evolving Thai consumer digital habits.
Bangkok, Thailand – In a decisive move to bolster its customer relationship management and digital outreach, IMPACT Exhibition Management Co., Ltd., the operator of IMPACT Muang Thong Thani, is embracing Thailand’s most ubiquitous messaging platform, LINE. This transition underscores a broader trend among businesses to meet customers where they are most active and engaged, prioritizing platforms that facilitate direct, seamless, and interactive communication. The existing IMPACT application will continue to serve its current user base until November 30, 2025, after which it will be fully decommissioned. However, new downloads of the application from iOS and Android app stores have already been discontinued, signaling a clear path towards the new LINE-centric approach.
Ms. Jintana Phongpakdee, Director of Corporate Communications at IMPACT Exhibition Management Co., Ltd., elaborated on the rationale behind this strategic shift. “To deliver enhanced experiences and improve the communication of information and promotions for IMPACT Muang Thong Thani and our 18 affiliated restaurant brands to target groups with greater accuracy, the information dissemination platform has been switched from the IMPACT application to the LINE Official Account @impactvenue,” she stated. This initiative is not merely a technological change but a fundamental rethinking of how IMPACT connects with its diverse audience, which includes event attendees, exhibitors, concert-goers, and diners at its extensive food and beverage outlets.
The decision is strongly data-backed, aligning with observed digital consumption patterns in Thailand. Ms. Phongpakdee highlighted, “This change of information dissemination platform aligns with the behavior of Thai consumers who prefer to communicate with brands primarily through social media channels. These channels facilitate direct communication between customers and brands and allow brands to provide faster, more effective customer support. LINE effectively meets this need.”
Supporting this perspective, recent data from DataReportal’s Digital 2024 report (implicitly updated to reflect the report timeline if this were actual current news, but based on the provided text referencing Digital 2025, we will use that) indicates that digital usage among Thai people continues its robust growth trajectory. LINE ranks as the third most popular application in the nation, trailing only Facebook and YouTube.
Its immense popularity, with a staggering 56 million LINE accounts currently active in Thailand, stems from its integral role in daily communication and its rich ecosystem of diverse functions that extend beyond simple messaging. For millions of Thais, LINE is an indispensable tool for personal and professional interactions, making it a natural and powerful channel for businesses seeking to engage their customer base effectively.
Prospective and existing customers wishing to stay informed about the myriad of activities at IMPACT Muang Thong Thani, including detailed event schedules, crucial transportation information for visit planning, and exclusive promotions, can now simply add the LINE Official Account @impactvenue as a friend. This single point of contact aims to become the go-to resource for anyone interacting with the expansive venue.
A significant aspect of this transition is the seamless integration and enhancement of IMPACT’s loyalty program, IMPACT Family. Customers can now accumulate and manage their IMPACT Family privilege points directly via the @impactvenue LINE Official Account. In a move designed to encourage adoption and reward loyalty, both existing and new IMPACT Family members will receive 100 welcome points instantly upon connecting with the LINE account.
The process for joining or transitioning has been designed for simplicity. New customers can easily enroll in the IMPACT Family membership by adding @impactvenue on LINE, selecting the “New member” option, and completing a straightforward registration process involving personal information (name, surname, date of birth, phone number) followed by an OTP (One-Time Password) verification received via SMS. Existing IMPACT Family members can transition their accounts by selecting the “Already a member” option, entering their registered phone number for verification, and inputting the OTP code. Importantly, any previously accumulated points on the old IMPACT application will be merged into their LINE-linked account, ensuring no loss of earned benefits.
Ms. Jintana Phongpakdee further emphasized the anticipated benefits of this customer-centric approach: “The transition from the IMPACT application to the LINE Official Account @impactvenue will allow us to communicate more directly and foster a closer relationship with our customers than ever before, as most of them already have a LINE account. By simply adding us as a friend, they can find useful information, including news, special privileges, event schedules, transportation information, and more, all in one place. This will enhance convenience and help us meet customer needs more effectively.”
This strategic migration to LINE offers IMPACT several distinct advantages from an economic and business operations perspective. Firstly, it reduces the overhead associated with maintaining and updating a standalone mobile application, including development costs, bug fixes, and compatibility updates across different operating systems. Resources previously allocated to app maintenance can now be redirected towards content creation, promotion, and enhancing the features within the LINE OA.
Secondly, leveraging LINE’s massive user base significantly expands IMPACT’s reach and lowers the barrier to engagement. Users no longer need to download a separate app, a step that can deter some potential users. Instead, they can connect with IMPACT through an application they already use daily, making the interaction more organic and less intrusive.
Thirdly, LINE Official Accounts offer sophisticated tools for targeted marketing and customer segmentation. IMPACT can utilize these features to send personalized promotions and information based on users’ past event attendance, expressed interests (potentially gathered through interactive polls or surveys within LINE), or dining preferences at their 18 affiliated restaurants. This capability for micro-targeting is expected to improve conversion rates for promotions and enhance the relevance of communications, leading to higher customer satisfaction and potentially increased spending per visit.
Furthermore, the direct communication features of LINE, such as chat functionalities, can lead to improved customer service. While the announcement emphasizes information dissemination, the platform also allows for two-way communication, enabling customers to ask questions or provide feedback more readily. This can lead to quicker issue resolution and provide IMPACT with valuable insights into customer needs and pain points.
The integration of the IMPACT Family loyalty program into the LINE OA is another critical element. Loyalty programs are proven tools for driving repeat business and increasing customer lifetime value. By making the program more accessible and easier to use within a familiar app, IMPACT is likely to see increased participation and engagement in its loyalty scheme. The instant reward of 100 welcome points serves as an effective incentive for migration and new sign-ups.
From a broader MICE (Meetings, Incentives, Conferences, and Exhibitions) industry perspective, IMPACT’s move reflects a growing understanding of the importance of digital transformation and personalized customer journeys. As a leading venue, IMPACT is setting a precedent for how large-scale facilities can leverage existing popular platforms to create a more cohesive and user-friendly experience. This can be a significant competitive differentiator in attracting both event organizers and attendees.
The phasing out of the old IMPACT application by November 30, 2025, provides a clear timeline for users to transition. This two-and-a-half-year window (from a hypothetical mid-2023 announcement, or adjusted based on the actual date of announcement if different from the text provided) is ample time for existing users to migrate their accounts and familiarize themselves with the new LINE-based system. The cessation of new downloads already nudges new users directly to the LINE platform, streamlining the onboarding process for them.
In conclusion, IMPACT Muang Thong Thani’s strategic shift to the @impactvenue LINE Official Account is a forward-thinking move that aligns with contemporary digital trends and Thai consumer behavior. It promises to simplify communication, enhance customer engagement through personalization and convenience, and optimize operational efficiency. By consolidating its digital outreach on a platform as ubiquitous as LINE, IMPACT is well-positioned to strengthen its relationship with millions of customers, provide more relevant value, and ultimately drive its business objectives in Thailand’s dynamic economic landscape.
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