Power Buy banks on omni-channel model

The plan is to make full use of the strengths of the company’s physical locations – its 86 branches across Thailand – as well as its online shop, www.powerbuy.co.th. 
The company aims to grow its sales by 8 per cent this year to about Bt17.08 billion.
An omni-channel business model uses both offline and online channels to connect with customers.
Laurent Pauze, who became president of Power Buy last month, said the company wanted to reinforce its leadership in the country’s electrical-appliance retail market.
Pauze has broad international experience in the electrical-appliance business, having worked with giant corporations such as French multinational Carrefour and Real Co, a subsidiary of Germany’s Metro Group. His expertise lies in consumer electronics and e-commerce.
“This year, Power Buy expects to expand its digital strategy [as part of the] omni-channel strategy. This means the business can grow everywhere with no boundaries. The long-term plan and [its execution] will be reviewed and adjusted as we closely monitor the market,” he said.
Pauze said innovation and technology had affected people’s lifestyles. As a result of this dynamic change, Power Buy will invest in technology for its business operations, such as making it easy to order products online while being confident of fast delivery and a trusted payment system. 
For the offline channel, Power Buy will enhance its staff’s knowledge of the company’s products by making full use of modern technology, such as adopting tablet devices that are equipped with software to check stock and place sales orders in an instant.
“In retail you have to be fast,” Pauze said. Power Buy would encourage its staff to think on their feet and make decisions quickly to make the firm more competitive.
He said Power Buy staff were engaged with the omni-channel strategy by understanding and providing quality service to customers. The company will be able to offer its shoppers a seamless experience between online and offline. 
Nowadays, pricing is competitive and critical in the market, and customers can check prices on the Internet before making a purchase decision. That means Power Buy’s focus must be on providing high-quality products, good after-sales service and trusted warranties.
Pauze said Power Buy aimed to hold major events as part of its integrated marketing strategy to communicate with customers. Hence the company will launch “Power Buy Expo 2017” under the concept “Maximum Value, Conserve Energy, Embrace Innovation” for the home. The expo will take place from this Friday to May 7 at the Bangkok International Trade and Exhibition Centre (Bitec) in Bang Na district.
More than 200 top brands are joining forces with Power Buy to exhibit their innovative products that save energy and cut electricity costs, and at the same time offer attractive promotions. The expo is aimed at boosting sales this year by 5-10 per cent compared with 2016.
“The competition in the electrical-appliances and IT-products market is fierce,” Pauze said. “Even though the market may not witness exceptionally high growth this year, Power Buy – the leading retailer – still sees opportunities to grow.”