Power Buy banks on omni-channel model
Corporate April 26, 2017 01:00
By KWANCHAI RUNGFAPAISARN
THE NATION
THE NATION
POWER BUY, a retailer of electrical appliances, has revealed its strategy to focus on the omni-channel business 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.”
Laurent Pauze
President at Powerbuy (Central Group)
Bang Rak, Bangkok, Thailand
I am an experienced leader in retail, able to work in multicultural and complex environments, delivering results with passion and motivation. I started my career in Asia in Carrefour where I staid 9 years, working in food and then non-food categories. I was then asked to join the Group Headquarters in France, to define and implement a new strategy and cooperation with the European countries. I took on a later stage additionally the responsibility for French operations in Appliances, Electronics and Culture. In 2011, I joined the Metro Group as commercial director (food & non food) in Turkey for real, and 2 years later moved to Germany to (re)launch the e-commerce with a focus non-food at first. In 2016 we acquired Hitmeister (the 3rd biggest market place in Germany) to continue our expansion online. Starting August 2016, I was in charge as well of all the data management and customers insights.
In March 2017, I joined Central Group as a president of Powerbuy, the leading electronic and appliances chain in Thailand.
Understanding of "offline" and online worlds and their business models, the digital marketing levers and the data models has completed my profile.
Moreover, my positive mindset and ability to work under pressure have always given me the chance to tackle with new environments and hard challenges, where significant changes are needed.
Specialties: P/L management, change management, product development, international purchasing, new channels, online business, digital strategy, ecommerce, multichannel retailing, negotiation, sourcing, merchandising, retail management, store operations, multicultural management, category management, stores layout
In March 2017, I joined Central Group as a president of Powerbuy, the leading electronic and appliances chain in Thailand.
Understanding of "offline" and online worlds and their business models, the digital marketing levers and the data models has completed my profile.
Moreover, my positive mindset and ability to work under pressure have always given me the chance to tackle with new environments and hard challenges, where significant changes are needed.
Specialties: P/L management, change management, product development, international purchasing, new channels, online business, digital strategy, ecommerce, multichannel retailing, negotiation, sourcing, merchandising, retail management, store operations, multicultural management, category management, stores layout
