SB kicks off “52 WEEKS OF DESIGN”, Forms DESIGNER CONNECT to foster its market leading position
SB kicks off “52 WEEKS OF DESIGN”,
Forms DESIGNER CONNECT to foster its market leading position
SB Design Square, a center of furniture, home decoration items and design services, launched “52 WEEKS OF DESIGN by SB DESIGN SQUARE”, the first campaign of this year, to inspire and give new ideas to home-decorating enthusiasts. Besides, the company plans marketing activities to boost total sales by 10 percent on year in line with the recovery of the property market.
Ms.Tanyaruck Chawaldit, Executive Vice President of SB Furniture Group, the leader of furniture design and innovation in Thailand, said the overall picture of furniture market in 2018 is on upward trend as developers have started to transfer the residential units especially for condominiums projects thanks to the changing of customers’ lifestyles. They prefer living in condominiums where they can commute conveniently. Other factors driving the market are furniture brands that have adjusted designs and services to meet their requirement and lifestyle as well as the government’s measure (Shop To Help The Nation) to boost shopping activities and stimulate the economy by end of last year. Due to these positive factors, SB’s performance in the first three months grew over 5 percent from the same period last year and it targets total sales in 2018 will surge by 10 percent.
The company’s main strategy is ‘Designer Connect’, focusing on tightening the relationship with interior designers. The first campaign released this year is ’52 WEEKS OF DESIGN by SB DESIGN SQUARE’. The main objectives of this campaign is 1) To showcase the works of interior designers in order to give inspiration to customers and share each designer’s different design perspectives that will be changed every week, and 2) To give customers some new ideas and advice from professional designers in the part of Décor Ideas and Recommended Items by Designer because home decoration is very detailed and a lot of people may not be acquainted with the home decoration process.
The ’52 WEEKS OF DESIGN by SB DESIGN SQUARE’ campaign will showcase the work of 52 well-known interior designers, who will circulate each week to share their ideas and inspiration about decorating home
on www.sbdesignsquare.com. Some of the well-known designers in this campaign are Ms.Nattha Soontornvinate, Mr.Bordin Balankura, Ms.Benyapa Sirisopon, Mr.Watana Kowatanabhorn, Mr.Bhuwasit Taweerittanawong. This campaign was kicked off on January 1, 2018 and now it has already entered the 17th week. The feedback is quite pleasing as there have been over 100,000 page views, so far.
“We decide to launch this campaign online because our survey over the past three years found the consumers’ behavior has drastically changed. In the past, they would get the decoration idea from magazines or furniture shops. But nowadays they mainly search the information online. Apart from this campaign, we also adjust the channels to communicate with customers via several platforms, for example, SB Design Square website will be the center of all products information and ecommerce platform, facebook will be a channel for updating the news, and LINE Official Account, with more than 4 million followers, will be a channel for campaigns and promotions. Our facebook currently has about 800,000 followers while our YouTube channel has received very good response from the advertising campaign ‘Koncept Furniture’ which received YouTube Ads Leaderboard Award as it was in top ten of the most popular Thai advertisements on YouTube last year.
The 52 WEEK OF DESIGN campaign is part of SB’s strategy to foster the brand recognition and enhance the relationship with interior designers. For interior designers, we also prepare other strategies such as Special Discount for designers, Loyalty Program and Pro Service – a special service only for this customer group – that provides a particular team to support their project, source products from our network of manufacturers and importers domestically and internationally. All of these benefits will be set forth in SB Designer Club, which is set to be launched on May 1-6, 2018 at the Booth E504 in the Architect Expo, IMPACT Exhibition Center Muang thong Thani.”
For the strategy to promote the brand, she added, “Apart from building a network and updating home decoration ideas via online channel, SB remains the leader of lifestyle furniture market. We have recently imported more Luxury Brands furniture from overseas to serve demand from mid-to high-end customers who have the real purchasing power. Those brands include Universal, Metropole Living from the United States and Habitat from France. We provide the customized design service to make the leather sofa under
the Italian brand of Kelvin Giormani. Customers can choose from more than 200 designs, 50 color shades and 8 categories of high-quality leather. Additionally, we also has the customized service for beds, wardrobes, TV setups and sofa under SB brand.”
“We are confident of sales growth by 10 percent from last year to generate 7.8 billion baht of sales in 2018, following the market’s positive sign and our strategies including the launch of 52 WEEKS OF DESIGN by SB DESIGN SQUARE, the import of new brands and other marketing activities,” Ms.Tanyaruck said.
