B2S, under Central Retail, has partnered with leading publishers to launch a major campaign titled
“B2S Book Curated for You,” aimed at building a strong community of book lovers. The initiative positions B2S as Thailand’s first fully integrated lifestyle bookstore. The company expects book sales to grow by 6–10% in 2026, driven largely by Gen Z readers. B2S is strengthening collaborations with top publishers while enhancing its role as a comprehensive bookstore serving all generations.
Its customer-centric marketing strategy focuses on tailored promotions and reader engagement. A key highlight is the expansion of “Shop-in-Shop” zones, especially in children and family categories.
B2S also emphasizes expert in-store service, with trained staff helping customers discover books.
The company is building a reading ecosystem through its new “B2S CLUB” community platform. This platform integrates online and offline experiences via a seamless omni-channel strategy. Customers can access books through physical stores, websites, and major e-commerce platforms. Currently, B2S operates 125 branches nationwide, with plans to expand further in Bangkok and key cities.
The company aims to transform stores into learning hubs and community spaces. According to PUBAT’s research, Thai people now spend an average of 92 minutes per day reading. Both physical books and e-books are growing at similar rates. Popular categories include children’s books, fiction, comics, education, self-development, and health. Self-improvement books, in particular, are seeing strong growth due to rising life goals and competition.
The “Curated Publishers” concept introduces dedicated spaces for leading publisher and partners. These include Asia Books, YAAKZ, Nanmeebooks, and IDC. Each partner offers specialized content tailored to specific reader interests. The strategy helps attract a diverse audience, from students to families and adult readers. B2S is also redesigning children’s book sections based on age and developmental stages. This approach helps parents and kids choose books more convenience.
The B2S CLUB platform features tools like purchases tracking and a Reading Calendar. It also offers “Next Read,” showcasing upcoming book releases. Readers can write and share reviews through the Book Review feature. Membership is free, with discounts available at all B2S branches.
Exclusive promotions target both new and existing readers. Campaigns include “Book Lover 2026,” encouraging monthly book purchases. Customers can also earn extra The1 points through special offers.
The company is enhancing its online presence across Shopee, Lazada, and TikTok. This ensures convenient access for modern readers anytime, anywhere.
B2S is also developing “Book Guru” staff trained by publishers. These experts provide personalized recommendations to customers.
In-store and online activities aim to encourage reader interaction and engagement. The company supports authors and promotes reading culture through year-round events. B2S also focuses on education and sustainability initiatives. Its “The1 E-Library” offers over 1,000 free e-books for teachers and students. The “Books to Schools” project donates second-hand books to underserved schools. Collection points are available at selected B2S branches and Central shopping malls.
In 2025, the program collected over 3,290 books for donation. B2S aims to expand reading opportunities nationwide through these initiatives. The campaign reflects a long-term commitment to growing Thailand’s reading culture.
B2S will also participate in the 54th National Book Fair and 24th International Book Fair. The event will run from March 26 to April 6, 2026. It will be held at Queen Sirikit National Convention Center. This year’s concept is “Read Xercise,” promoting reading as mental wellness. Visitors can explore a wide range of books from multiple publishers. They will also have opportunities to meet authors and industry professionals. B2S aims to deliver a more personalized and engaging reading experience for all.
