Central Group
22 Soi Somkid, Ploenchit, Lumpini, Pathumwan,
Bangkok, 10330,
Thailand
Bangkok, 10330,
Thailand
66 2 254 7007
Retail
Central Group Technographics
Central Group Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Central Group and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 4000 Central Group employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Central Group has purchased the following applications: SAP SuccessFactors Employee Central for Core HR in 2017, Adobe Connect for Audio Video and Web Conferencing in 2020, Twilio Engage for Customer Data Platform in 2023 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Central Group is running and its propensity to invest more and deepen its relationship with SAP , WorkForce Software , Adobe Systems or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Central Group revenues, which have grown to $700.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Central Group intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Central Group Tech Stack and Enterprise Applications
Central Group HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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| SAP | Legacy | SAP SuccessFactors Employee Central | Core HR | HCM | n/a | 2017 | 2017 |
In 2017 Central Group implemented SAP SuccessFactors Employee Central as its Core HR system under the CneXt Program. The program budget was 500,000,000 THB and the deployment targeted 70,000 staff across the Central Group while the company record lists 4,000 employees for the parent entity.
The implementation implemented SAP SuccessFactors Employee Central as the central HR Cloud Service System, focusing on core HR capabilities including employee master data, organizational management, position and job structures, workforce profiles, core HR process configuration, and employee self service workflows. Configuration work emphasized a target operating model that supported a shared service organization and Centers of Excellence, aligning system roles and cohort based access patterns with HR process ownership.
Deployment architecture centered on SAP SuccessFactors Employee Central as a cloud native Core HR platform integrated into Central Group operations, and the program explicitly linked the HR cloud service to the CG Portal Service Management Platform for case management and service delivery. The rollout covered HR administrative functions across the group and aimed to provision centralized HR data for downstream HR services while preserving local HR process variations through configuration and business rules.
Governance and change management were formalized through the Transformation Project Manager structure, with Business Transformation activities including Target Operating Model design, Project Change Management emphasizing engage, enable and education, and Business and System Change Impact Analysis. Service management and portal integration were used to operationalize governance, case intake, and service level management across shared services and CoEs.
The project type is recorded as system implementation with SAP SuccessFactors accompanied by business transformation of shared services and Centers of Excellence and business change management, with a stated budget of 500,000,000 THB and an explicit target user population of 70,000 staff across Central Group.
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Learning and Development | HCM |
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2017 | 2017 |
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Payroll | HCM |
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2017 | 2017 |
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Performance and Goal Management | HCM |
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2021 | 2021 |
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Recruiting, Applicant Tracking System | HCM |
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2017 | 2017 |
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Time and Attendance | HCM |
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2021 | 2021 |
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Central Group Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Adobe Systems | Legacy | Adobe Connect | Audio Video and Web Conferencing | Collaboration | n/a | 2020 | 2020 |
In 2020 Central Group implemented Adobe Connect for Audio Video and Web Conferencing. Central Group, a Thailand retail group with about 4,000 employees and reported revenue of 700000000, uses Adobe Connect on their website to enable real time meetings and virtual events across retail and corporate functions.
The Adobe Connect deployment leverages core Audio Video and Web Conferencing capabilities including virtual meeting rooms, webinar management, audio and video streaming, screen sharing, session recording and content distribution. Configuration emphasizes hosted meeting templates, role based host permissions and persistent meeting spaces to support recurring retail briefings and public webinars.
Adobe Connect is embedded on Central Group's public website to deliver external events and is also used to coordinate internal communications across the organization in Thailand. Operational scope includes corporate communications and retail business units, with sessions provisioned for both employee collaboration and customer facing presentations.
Governance and operational workflows center on centralized administration of meeting schedules, host and presenter roles, participant moderation and content management. Rollout and management workstreams align platform configuration with meeting governance policies and host training to ensure consistent use of Adobe Connect for Audio Video and Web Conferencing.
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Collaboration | Collaboration |
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2018 | 2018 |
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Collaboration | Collaboration |
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2019 | 2019 |
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Central Group CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Twilio | Legacy | Twilio Engage | Customer Data Platform | CRM | n/a | 2023 | 2023 |
In 2023 Central Group deployed Twilio Segment and Twilio Engage to unify online and offline customer data for omnichannel marketing and reactivation campaigns in Thailand. This Customer Data Platform implementation was led by Central Retail Digital and targeted marketing and CRM workflows across the retailer's operations, consolidating behavioral events and transactional records into unified customer profiles.
The implementation used Twilio Engage as the audience activation layer alongside Segment for data ingestion, with explicit use of reverse ETL and dynamic audience orchestration to operationalize segments. Configuration emphasized RFM powered segmentation for reactivation campaigns, profile stitching across channels, and automated audience refresh to support real time and scheduled campaign execution.
Integrations focused on online and offline customer data sources, feeding unified profiles into email and messaging channels and broader marketing execution systems for omnichannel orchestration. Operational coverage centered on marketing and CRM functions across Central Group's Thailand retail footprint, using audience orchestration to coordinate campaigns across digital storefronts and physical store touchpoints.
Governance established centralized audience definitions and orchestration workflows to control activation and reactivation logic within Twilio Engage, enabling consistent audience reuse across campaigns. The deployment delivered a documented outcome of a 10x revenue increase from RFM powered reactivation campaigns, with Twilio Engage listed among the products used for audience activation.
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Customer Engagement | CRM |
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2020 | 2020 |
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Central Group IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2018 | 2018 |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Application Hosting and Computing Services | IaaS |
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2022 | 2022 |
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Content Delivery Network | IaaS |
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2022 | 2022 |
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IT Decision Makers and Key Stakeholders at Central Group
| First Name | Last Name | Title | Function | Department | Phone | |
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CPO | CXO | HR | |
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Head of Digital HR | Director | HR | |
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Head of HR | Director | HR | |
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HR Projects Division Manager | Manager | HR | |
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Apps Being Evaluated by Central Group Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Central Group IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Central Group digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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| No data found | ||||||
FAQ - APPS RUN THE WORLD Central Group Technographics
Central Group is a Retail organization based in Thailand,
with around 4000 employees and annual revenues of $700.0 million.
Central Group operates a diverse technology stack with applications such as
SAP SuccessFactors Employee Central, Adobe Connect and Twilio Engage,
covering areas like Core HR, Audio Video and Web Conferencing and Customer Data Platform.
Central Group has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP, Adobe Systems and Twilio.
Central Group recently adopted applications including
Twilio Engage in 2023, Amazon EC2 in 2022 and Amazon CloudFront in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Central Group’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Central Group’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Central Group technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.