CRC Thai Watsadu Co., Ltd., part of Central Retail, a retailer of construction materials and home decor products, reaffirms its position as the first leader in the hardline retail sector with the White Format model (hybrid store) that combines the strengths of two brands into a modern trade format "Thai Watsadu x BNB Home." This model connects a comprehensive range of construction materials, tools, structural products, electrical appliances, furniture, and home decor items all in one place, winning the hearts of contractors, entrepreneurs, and homeowners in the Mid-to-High segment across Thailand. This model enhances the shopping experience by seamlessly integrating construction and home decoration needs in one convenient location.

In 2019, Thai Watsadu initiated a New Business Model in the form of a hybrid store called White Format, which was first trialed in Phuket. The positive response led to the full launch of White Format at the Si Saman branch in Nonthaburi in 2021, with plans to expand branches across all regions. By 2024, there will be a total of 16 White Format branches, including Si Saman, Bang Saen, Rangsit Klong 4, Phuket Chalong, Mueang Ek, Samut Prakan, Chiang Mai San Sai, Bang Yai, Nakhon In, Udon Thani Kud Sar, Rama 3, Bang Na, Bang Bua Thong, Sukhaphiban 3, Khon Kaen, and Phuket.

Mr. Sutthisar Jirathiwat, CEO of CRC Thai Watsadu Co., Ltd. under Central Retail, stated that Thai Watsadu x BNB Home is a White Format (hybrid store) that can be considered a Game Changer in the construction materials and home decor retail sector. Thai Watsadu is the first to implement this model in the market, focusing on major cities with high potential, covering over 20,000 square meters with a complete product line of more than 50,000 items, including construction materials and home decor products, emphasizing increased variety and premium quality. This new format has resulted in a revenue growth of 30% compared to the previous Thai Watsadu format.

The key to the success of White Format lies in leveraging customer insights and shopping lifestyles across all dimensions, including product variety, quality, price, service, and sales channels, which form the strategy behind White Format's success: as follows:

  1. White Format Revolution represents a new phenomenon in the retail construction materials and home decor sector, in the form of a hybrid store that has developed product lines to meet the Customer Mix target, which consists of 60% homeowners and 40% contractors and entrepreneurs.
  2. Product Variety, Branded and House Brand increases the diversity and completeness of product lines, featuring both leading brands and house brands, totaling over 50,000 items, including construction materials, tools and equipment, hardware, structural materials, floor and wall tiles, electrical and plumbing systems, sanitary ware, bathroom and kitchen accessories, electrical appliances, and a wide range of home decor products.
  3. Product Premiumization elevates the home decoration experience to a premium level with products that combine aesthetic design and style across all product categories, catering to Mid-to-High and High-End customers who value quality and seek to enhance their living spaces. We have curated special collections, such as the Calina brand sofa, a sleek and modern house brand, smart sanitary ware that combines water-saving innovation with modern usability, as well as a selection of chandeliers and lighting fixtures in both classic and modern styles, and large-screen TVs ranging from 75 to 100 inches, or whirlpool bathtubs, to provide an elevated living experience for home enthusiasts.
  4. Upgrade Shopping Ambience involves upgrading products and the shopping atmosphere through collaboration with partner affiliates to develop four key factors: Expand Assortment to cover Mid-to-High line up has expanded product lines and upgraded all categories in terms of quality and variety to better target mid to upper-tier customers. Big Investment to upgrade Shopping Ambience has seen investments to enhance visual imagery and the shopping atmosphere, particularly in the electrical appliances department, resulting in a fourfold increase in sales. Upgrading and Increasing Sales Staff aims to enhance the expertise of sales staff in premium products. Upgrading After Sales Services involves developing comprehensive after-sales services, including installation services from vFIX, top-notch technicians who can assist and advise customers. Reachable & Localized Location focuses on opening branches across all regions and continuously expanding, particularly in major cities with high potential for investment in construction, real estate, housing, and tourism industries. By 2024, there will be 16 White Format branches, with ongoing expansion plans for the following years.

Mr. Sutthisar further stated that delivering the best shopping experience has always been a priority for Thai Watsadu, which has proactively developed services across all channels, both offline and online, to better meet the lifestyle needs of contractors and homeowners. The following initiatives have been implemented:

  • vFIX, Top-notch Technicians for Comprehensive Home Services, covering everything from 3D design by professional designers, electrical and plumbing system installations, maintenance, renovations, and safe standard extensions. This service is offered under the Thai Watsadu and BNB Home brands, with service points available at 86 branches across Thailand.
  • Express Delivery & Instant Pick up enhances the speed of product delivery services, offering free delivery within 40 km (Free Delivery), delivery within 2 hours (Express Delivery), same-day and next-day delivery options (Same Day & Next Day Delivery), as well as return or exchange services (Click & Collect).
  • Core DNA-Price Campaign aims to maintain price standards and meet customer demands, launching the campaign "Thai Watsadu Yes, Truly Cheap" with three main strategies:

- Truly Cheap, Guaranteed – checks prices of popular products to assure customers they will get low prices.

   and good quality.

- Truly Cheap, Every Day - locks the prices of essential items in daily life for over 2,000 items at a fixed price, ensuring that customers will get the same price regardless of when they purchase.

- Price Difference Refund120% - if customers find a lower price for the same size and brand at another store, they will receive a 120% refund of the price difference to guarantee the best price.

*Conditions apply as specified by the company.

 

“Another special initiative to strengthen Thai Watsadu and BNB Home is the enhancement of the platform connecting offline and online worlds through the development of an Omnichannel approach, truly embodying O2O (Online-to-Offline) that provides convenience to customers both in-store (Physical) and online (Digital) shopping through Website, Social Commerce (Line -Chat & Shop, Facebook, Call & Shop, Call Center, Application, Call center 1308), presented in the concept of “Phygital,” which connects a seamless shopping experience, ensuring that customers receive the same product offerings, services, and promotions regardless of the channel they choose. Additionally, we have developed the Thaiwatsadu mobile application, which has been downloaded by over 665,000 users, serving as a unique assistant for contractors, builders, and homeowners with features that are unique only to Thaiwatsadu, such as:

  • Daily Steel Price Ordering Online is the first in the market to update daily steel prices online, allowing immediate ordering and providing tools to calculate total steel weight, helping contractors manage stock and steel costs effectively.
  • Feature Mixed Paint & Calculator is the first in the Thai paint industry that allows customers and contractors to choose from over 20,000 shades of mixed paint for buildings and calculate the amount of paint needed for their desired area.
  • Tailor Made Curtains Calculator is a ready-made program that simplifies the calculation of custom curtains, allowing users to calculate width and length as needed, with various styles and shades available, along with installation services from top-notch technicians vFIX.

 

At the end of this year, Thai Watsadu and BNB Home are entering the festive market, offering up to 2,000 home decoration items for Christmas and New Year celebrations. They are also the first to import fresh Christmas trees of the Balsam Fir variety, the most fragrant, grown in Lunenburg County, Nova Scotia, Canada, available since 2017, which has become a highlight product popular among homeowners.

This also includes entrepreneurs, restaurants, and hotels to celebrate this special occasion.
 

At the same time, they have been running the “Happiness with a Fragrant Scent” project, continuously delivering fresh Christmas trees from Canada to underprivileged communities for over five years, along with a donation of 50 baht for each fresh Christmas tree purchased by customers to the Foundation for the Blind in Thailand under the Royal Patronage, supporting the care and development of the quality of life for visually impaired children, aligning with the CRC CARE business philosophy of Central Retail in the area of CRC Community, helping and standing by the Thai people in society to improve everyone's quality of life.

 “CRC Thai Watsadu is committed to enhancing the best shopping experience for customers at every touchpoint by offering products and services that resonate with their lifestyles and individual needs, making Thai Watsadu and BNB Home in every format a destination for comprehensive construction materials and home repair products, all in one place. Alongside this, we are driving the green hardline business with the CRC’s “ReNEW” strategy, promoting environmental operations in every dimension, from installing Solar Rooftops that reduce greenhouse gas emissions equivalent to planting 2.5 million trees, to developing green logistics systems by using electric-powered trailers (EV Trucks) for transportation, the first in the retail sector, which can reduce diesel consumption by up to 340,000 liters per year and cut CO2 emissions by 900 tons annually, along with many ongoing projects,” Mr. Sutthisar concluded.