The convenience store arm of the operator Charoen Pokphand Group, CP 7Eleven, this week launched a new catalogue service allowing customers to order from among 5,000 items at their local store.

Dubbed 7Catalog, the chain expects to see returns of Bt1bn (US$22.7m) from the initiative in the first three years. Within the next five years, the 7Catalog will be available online.

CEO Piyawat Titasattavorakul explained to The Nation that the service has been developed from the company’s existing mail-order catalogue, which was launched in 1998: “The 7Eleven stores (themselves) will continue to focus on sales of grocery products, while the aim of the 7Catalog is to sell different types of products such as electronic appliances and computers.”

The catalogue service, to be issued in four seasonal editions, will offer customers the pick of 12 product categories from more than 200 different suppliers. They will be able to chose from: supermarket goods, office equipment and supplies, home and garden, baby gifts, toys and games, clothing and apparel, entertainment products, healthfood, auto accessories, cosmetics, perfumes and 7Eleven collectibles.

Customers will then be able to pick up their products within three days at Bangkok CP 7Eleven outlets, and within five days in the provinces.

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The company expects to publish more than 500,000 catalogues, to be sold at CP 7Eleven outlets for Bt20 each.

CP 7Eleven, which operates more than 1,700 outlets nationwide, forecasts its total sales this year will grow 15% to Bt26bn. Plans are also in place to open another 200 outlets, at a cost of Bt480m.