Power Buy, a subsidiary of Central Retail, has announced its proactive service strategy under the concept of “Powered by Care: Because We Care” to create a competitive advantage and drive the organization towards becoming a full-fledged “Service Solution Provider”. This initiative aims to enhance the long-term customer experience by integrating customer insights and technology to analyze consumer behavior comprehensively, addressing consumer pain points. Power Buy reinforces its position as a comprehensive electrical appliance solution provider, not just a product seller.

When “service” becomes the heart of modern electrical appliance retail strategy

The competition in Thailand's electrical appliance retail business has significantly shifted from consumers primarily valuing product functions and quality to an era where “post-sale experience and confidence” are critical factors influencing purchase decisions, especially for complex technological products with long lifespans. An analysis of the consumer purchase decision journey reveals that “confidence in after-sales service” is a key factor affecting brand choice and a genuine point of competitive differentiation. Therefore, Power Buy is pushing to make “service” a part of the organization's Service DNA, under the Omnichannel Service Experience concept designed to seamlessly connect customer experiences across all platforms, from physical stores to online and after-sales services, enhancing satisfaction and building long-term relationships with customers at every touchpoint.

Shifting focus from short-term sales to Customer Lifetime Value

Mr. Suwin Kosiamnuay, Managing Director of Power Buy Co., Ltd., part of Central Retail, stated, “Emphasizing service as a selling point marks a significant shift in our business perspective. We believe that today’s competition is not about who sells cheaper, but who takes better care of customers. Power Buy is elevating ‘service’ to be the core strategy of the organization to build long-term relationships with customers and increase Customer Lifetime Value beyond just aiming for one-time sales, utilizing data and technology as key mechanisms to develop proactive services that accurately meet the needs of each customer group.”

Transforming consumer pain points into a new role for retail

Consumer surveys reveal that the most significant pain points include high delivery costs for long distances, risks of property damage from substandard installations, and uncertainty about the quality of repairs and parts when long-term issues arise. These challenges compel retailers to shift from being “product sellers” to “decision assistants” and “lifetime product caretakers.” To address these needs, Power Buy has developed four main strategies under the “Powered by Care” concept to build confidence before purchase, during use, and after sales:

1. Care in every delivery – Free delivery across Thailand, caring for every destination
Enhancing logistics capabilities with free delivery for up to 40 kilometers nationwide, reducing customer expenses, increasing convenience, and maintaining high delivery standards.

2. Care in every installation – Professional installation, covering every step
Elevating installation services with professional teams providing end-to-end service from accurate installation to post-installation care, with a 180-day installation guarantee to reduce risks and concerns about property damage.

3. Care in every repair – Guaranteed repair standards with genuine parts
Guaranteeing repair standards with 100% genuine, verifiable parts, providing quick service by professional technicians to extend product lifespan and build long-term confidence in after-sales service.

4. Care in every advice – Ask anytime, we are ready to help
Developing teams to act as advisors with deep technological understanding, providing comprehensive advice through Call Center 1324 and online, 24/7.

When service is the core of brand building and sustainable growth

The service strategy is not just a sales support tool but also a crucial part of driving the brand towards sustainable growth. Power Buy has conveyed this concept through a series of advertisements titled “Power Buy: Think Thoroughly, Complete for You”, consisting of four episodes that address four real consumer pain points, communicating that we are ready to solve problems and care for customers in every dimension, establishing ourselves as a brand that genuinely cares and can provide long-term support. This is the significant challenge that Power Buy prioritizes and pursues earnestly.

Watch the advertisement series “Power Buy: Think Thoroughly, Complete for You” at https://s.powerbuy.co.th/PowerCare.