Saudi Arabia - Monday, July 4th 2011 [ME NewsWire]
Sigma Paints SA has launched its new distribution shop concept. The program entails introducing the new shop concept across all the stores in the Kingdom as well as setting up additional new innovative outlets. This comes as an effort to cater to the needs of the Middle East consumer and provide him with the most superb experience. The new strategy aims to target all segments of consumers by meeting their specific needs and is divided into three channels.
The first channel will cater exclusively to the paint professional in the region and is in the form of the Sigma Paints Service Center. A place where the professional can find anything he needs, from paints, rollers, and safety equipment; spray equipment and ladders, in addition to technical advice and training.
The second channel will cater exclusively to the end user. The flagship store will be opened in Dammam in July 2011. The new Sigma innovative shop is a one stop outlet for end-users offering a turnkey solution for their decoration needs, showcasing a wide array of different color and design options. Its dazzling interior is resplendent with a unique color concept which inspires the end-user for choosing the right colors that they need as well as wall finishing.
The third channel is the new Sigma shop which caters to both the paint professional and the end consumer. This concept is currently being implemented for the existing Sigma shops which will include a new design, new offerings such as an introduction of the new paint tools, equipments that the paint professionals needs as well as inspirational corners for end-users. Depending on the locality and the type of customers that patronize the outlet, the new Sigma shops are divided into two areas targeting the professional and the end-user. The majority of the shops are ‘50:50 outlets, which will have half the area designed to meet the requirements of professionals and the other half targeted at end-users. These shops will have larger “inspirational corners” providing information about the latest trends and shades in the market. Meanwhile, other stores that cater primarily to the contractors and painters– the 90:10 outlets - have 90 per cent of the area addressing the needs of these professionals with 10 per cent of the area laid out to facilitate the end-user.
The concept was launched with the opening this month of the first two facilities featuring the new look. The two Sigma shops are located at Al Thuqba and Al Akrabia in Al Khobar. The program initially focuses on the main cities of Dammam, Al Khobar, Riyadh and Jeddah, followed by other cities and the remote areas of the Kingdom
Contacts
Joel Cutinho
Monitoring Assistant
+971 4 366 4198
joel.cutinho@eurorscgme.com
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