SCG HOME Experience kicks off the dragon year with the main strategy of 'driving home services for better living' to meet expanding demand. The company plans to invest 20 million baht to revamp and launch marketing campaigns to stimulate purchasing power after achieving a 190% increase in operational profit in 2023, aiming for over 30% sales growth this year. The company is targeting products and innovations for senior living, addressing the Aging Society trend and elevating itself to a Care Living Destination while ensuring sustainable retail growth through an ESG model.

Mr. Thanyakawin Buddhi-me, Managing Director of SCG Experience Co., Ltd., revealed that SCG HOME Experience's success in 2023 allowed the company to operate according to plan, resulting in a revenue growth rate of over 5% and a 190% increase in operational profit. For 2024, the company has set a strategy to 'drive home services to improve the living conditions of Thais', reinforcing its expertise as a partner in home building, from consultation to design, products, and installation services, focusing on delivering the best living experience for all home-related tasks as a prototype retail store of SCG. The company is preparing a budget of approximately 20 million baht for marketing activities and improving product presentation areas and innovations to meet the needs of five target customer groups: Young Owners, Family Givers, Active Aging, Technology and Innovation, and Home Experts, with a particular focus on the elderly this year in line with the Aging Society trend.

“Currently, people are preparing to take care of their living spaces more as they approach retirement age. The trend of the elderly population in Thailand is increasing every year. The elderly are no longer just 'old people'; different ages come with different needs, behaviors, and attitudes. Therefore, SCG HOME Experience divides the elderly into three groups:

Green Group: still active, healthy, and enjoys outdoor activities with friends.

Yellow Group: starting to need assistance, less mobile, and tends to stay at home.

Red Group: facing health issues, bedridden, and having difficulty moving.

We see opportunities to develop services that meet the needs of this customer group with 'Care Living Solutions', starting from providing consultation services to improve existing spaces for safety and hygiene, making homes a safe space for family members. In the past, this may have only applied to homes for the elderly, but now more people are concerned about health and well-being, and this market is growing tremendously. Therefore, we are focusing more on this market and trying to establish ourselves as the Care Living Destination that everyone thinks of,” said Mr. Thanyakawin.

As for the growth target this year, the company forecasts a sales growth rate of approximately 30% compared to 2023, driven by plans to diversify the home-related product portfolio and expand service areas of SCG and business partners, primarily in the solutions group, including roofing, exterior renovations, door and window materials. The company expects growth and differentiation in the Care Living Solution and Smart Living Solution segments that align with this year's trends. At the same time, the company aims to elevate service delivery to a Best-In-Class Experience through three management principles:

Employees, the heart of the business, focusing on welfare and stable career growth.

Partnership, as business cannot grow alone. The company has strategized to collaborate with partners from both public and private sectors, such as hospitals, residential property developers, and experts in home knowledge and living trends to enhance competitive capabilities.

And Service Excellence, emphasizing knowledgeable service delivery with sincerity, investing in skill development plans for employees to become good Home Expert Partners, and ensuring confidence in service use by elevating installation service standards with partners, aiming to reduce claim values and customer complaints.

“The key strategy that creates differentiation and drives plans to meet targets is to create real touchpoint experiences. This will be a competitive advantage in retailing because homes reflect the happiness of residents, and everyone will build or renovate their homes infrequently in their lifetime. Therefore, this year, the company is investing to simulate new living models that meet current and future living needs, allowing customers to visualize their decision-making,” said Mr. Thanyakawin.

The improvement of the area will begin in the first quarter of this year, divided into three main zones:

Care Living Solution Zone: focuses on simulating living according to Universal Design principles, reflecting the behaviors of the elderly at different stages, along with simulating products and designs based on ergonomics for safer well-being, collaborating with partners like BAEUN by SCG to support full home renovations, Doodeco for interior decoration, and Chivit-D by SCG to present more relevant products for customers' lifestyles.

Smart Living Solution Zone: offers comprehensive services from system design to installation by experts. This zone will provide packages for customers to understand preliminary budgets, adding functions for self-adjustable devices, divided into five smart groups, such as Smart Energy for energy-saving systems like SCG Solar Roof Solutions for homes requiring EV Charger systems due to the increasing trend of EV usage, Smart Security for essential home security systems, Smart Lighting for automatic lighting control, and Smart Care for adding technology for the safety of homes caring for the elderly. This group also expands to Smart Health for safer living.

Acoustic Solution & Home Décor Zone: features sample rooms showcasing the installation of materials that help reduce echo and reverberation, incorporating Smart Gadget technology for customers to experience real interactions.

“As a prototype retailer of SCG, the company also emphasizes sustainable business growth based on the ESG model. In the past, the company invested to reduce energy costs by installing a 400 kWh solar roof, which can reduce electricity bills by about 29% per year, equivalent to reducing carbon emissions by 134 tons per year, and installed water-saving fixtures throughout the building. At the same time, the company has implemented waste management through waste separation points and organized Upcycling Think activities for the world to promote eco-friendly ideas by transforming waste materials into new inventions, preventing waste overflow, and providing these to consumers free of charge. The company also prioritizes reducing inequality by providing installation services to craftsmen or partners in its network, creating opportunities and fairness, supporting inclusive growth. All of this will continue throughout 2024, and soon we will see an ESG Iconic collaboration with K.Wishulada, an artist creating sculptures from waste, to create art from leftover materials under the concept 'Secret in the Backyard' that conveys happiness to all customers who share eco-friendly ideas,” he concluded.