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Published on November 21, 2007

In the company's parlance, it is a "G4" (fourth generation) store.

Jariya Chirathivat, Big C Supercentre's vice president for marketing and communications, said the new concept reinforced Big C's strategy of low-price leadership while offering a fun shopping experience. The company expects its G4 concept to help increase sales 20 per cent over those from its conventional stores.

"We expect to convert all conventional Big C stores to the G4 concept within the next five years," Jariya said.

The Hang Dong store, which is Big C Supercentre's 54th outlet in Thailand, cost Bt800 million. It has a total floor space of 78,108 square metres, including 9,412 square metres of in-store sales area, a shopping plaza of 3,500 square metres and a 1,400-square-metre food court.

"Under the new G4 concept, we want to differentiate ourselves from the competitors. The concept is a perfect combination of hypermarket and modern shopping mall and caters to the dynamic lifestyle of young-generation consumers," Jariya said.

Praphan Eamrungroj, senior vice president for properties, said the Hang Dong store was a revolutionary breakthrough in design, with modern and colourful decoration, efficient use of in-store space and an ideal linkage between outer and inner space, making it more attractive to shoppers.

"We have categorised our merchandise into three 'worlds', or product groups: World Market, for fresh and dry food products; World Home, for household products and electrical appliances; and World Fashion, for fashion items and apparel," Praphan said, adding that they were distinguished by different layouts and colours.

Kwanchai Rungfapaisarn

The Nation

Chiang Mai