The leading building and finishing material product brands in the market place, Siam Cement Group, SCG, Thailand’s second largest conglomerate and largest and oldest building material company in SE Asia explored an opportunity to improve their current own retail formats with the creation of SCG Home Solution by establishing a correctly repositioned and new to the market offline/up country SCG home improvement brand format building on SCG core brand strengths and market opportunities.
With an expanded core SCG merchandise assortment with and a supplemented edited range of leading brands combine to build a destination of choice for home improvement solutions for both 70% end user and 30% professional customers in a smaller flexible format that can react to changes in market conditions and customer behavior with minimal expense and disruption.
SCG Home Solution format would be expanded primarily with JO-JO relationships that may prove to be a competitive advantage by selecting joint venture partners that are well connected in their communities with available land resources.
Although primarily conceived as an offline physical retail format integrated omni-channel technology will be added as appropriate to expand the merchandise assortment, increase the in-store experience, enhance customer service knowledge and act to be the "glue" to create a seamless shopping experience as the interface between merchandise, customer service and customer from store to door.
r/iQ was responsible for the strategic brief, site planning and architecture, all retail planning & design, name generation, all graphic communications, and construction documentation for the prototype location in Krabi, Thailand.