SCG Home Accelerates Strategy to Meet Home Improvement Demand in the Second Half of 2020

Launching 'SCG HOME Festival' - A Celebration for Home Lovers

SCG reaffirms its leadership in construction materials, advancing its marketing strategy to enhance products and services for consumers' living needs in the digital era. This aligns with the increasing demand for home improvement and decoration in the second half of 2020, aiming to meet consumer needs in terms of behavior, interests, and lifestyle. The company is launching the 'SCG HOME Festival', a joyful celebration for home lovers, showcasing quality products and comprehensive services from various brands, covering construction, repair, renovation, and decoration, along with the best promotions of the year. The event will take place from July 24 to August 2, 2020, at SCG EXPERIENCE, Ekkamai-Ramintra Expressway, Crystal Design Center (CDC).

Mr. Bhan Kasemsap, Managing Director of SCG Distribution Co., Ltd., overseeing the SCG HOME - Retail & Distribution Business in cement and construction products, stated that it is undeniable that in the digital era, various technologies are increasingly influencing consumers' daily lives, leading to changes in purchasing behavior. This is evident from the growth of E-commerce and sales through various social media channels, which have surged during the recent COVID-19 situation. Research on consumer behavior and interest in home decoration materials, as well as purchasing products and services, revealed that: 1. Customers are looking for value-for-money products; 2. Products related to health and safety, such as sensor faucets to reduce contact; and 3. There is a growing demand for home extensions, decoration, and improvements, with an increase of up to 46% during the COVID-19 situation (Decorating & Renovation), indicating a noteworthy growth rate in construction and decoration materials.

 

SCG has therefore planned a strategy to develop an Active OMNI-Channel retail business under the name SCG HOME, utilizing a customer-centric approach to meet consumer needs effectively. This includes integrating offline and online stores connected through digital technology, offering products and services for new construction, repairs, renovations, or decorations, while creating a new experience for comprehensive home solutions. Additionally, it provides convenience in information gathering and shopping through online channels, including Websites, various social media platforms such as Facebook or LINE, and through the SCG HOME Contact Center. There is also a platform developed for contactless services, such as the 'Q-Chang' platform that matches homeowners with contractors, online consultations, and expert advice via Online Chat, or visiting locations and viewing products through a 360-degree Virtual Store.

 

“We have defined the customer segments of SCG HOME to be broader, based on changing behaviors and preferences. The target group is individuals aged approximately 25-45 years who seek home improvement, product and service purchases, and expert advice for convenience and peace of mind during the home improvement process,” Mr. Bhan added.

 

Ms. Parawan Mahattanasuk, Customer and Brand Management Director of SCG Cement and Construction Products, stated that the main goal of SCG HOME is to be the destination and partner for customers regarding homes and living spaces. With a full commitment to the home improvement market, the company has organized a grand event, the 'SCG HOME Festival', covering over 6,200 square meters, gathering products and services from various leading brands and numerous partners. This event is unique in its ability to comprehensively meet the needs of home construction, repair, renovation, and decoration, along with expert consultations on home matters, and offers the best promotions of the year. This festival is a must-visit for home lovers, as it provides the best prices for home products and a complete solution for all home needs in one place. Furthermore, to adapt to the New Normal, the 'SCG HOME Festival' will feature a first-of-its-kind shopping experience through live streaming on the Facebook SCG HOME channel, allowing those unable to attend the event to enjoy the atmosphere and shop for products and services through the Chat & Shop program conveniently via Facebook SCG HOME and Line @scghome. Customers can also inquire about the same promotions at participating SCG HOME stores. Additionally, SCG plans to expand the SCG HOME Festival to various provinces, maintaining a similar concept and format but tailored to the needs of customers in each area, depending on the situation.

At the event, discover products and services related to home solutions from SCG, along with numerous special promotions in various zones, such as the SCG Experience Indoor zone, featuring products from roofing to flooring, including SCG Solar Roof Solutions for energy-efficient homes, SCG Active AIRflow™ for cooling ventilation, FillGood Solution for under-house filling services, Floor Solution for screeding and polishing from CPAC, Bathroom Solution for comprehensive bathroom services from Cotto, and thermal insulation installation services, along with disinfection misting services by ALLRENT, and heat-resistant film installation services. There will also be activities to educate and inspire homeowners, such as the SCG HOME Clinic offering free consultations on home issues by experts, and workshops to enhance homeowners' happiness, as well as seminars providing knowledge and techniques for decorating, extending, and repairing homes with various construction materials.

 

Around the SCG Experience area, the Outdoor zone will be a joyful space for home decoration, featuring plants and garden decoration items, as well as trendy home decor products, and a Lifestyle Market for food and beverages. Additionally, the Brand Grand Sale zone will offer special-priced products with numerous promotions, with discounts of up to 80%. The event will also include over 70 small shops featuring home appliances, household items, and lifestyle products at special prices, along with special activities in the Happy Music Chill Out zone to make home improvement enjoyable and fun.


SCG is confident that the 'SCG HOME Festival' will receive a positive response, as it is the only event that can comprehensively meet the needs of those interested in homes, including construction, repair, renovation, and decoration, with strict hygiene and safety measures in place to ensure customers can shop safely and comfortably. The event will take place from July 24 to August 2, 2020, from 10:00 AM to 9:00 PM at SCG EXPERIENCE, Ekkamai-Ramintra Expressway, Crystal Design Center (CDC). Customers can also enjoy the shopping atmosphere through the Chat & Shop program via Facebook SCG HOME and Line @scghome, or inquire for more details at the SCG HOME Contact Center at 02-586-2222 and www.scghome.com.