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Published on December 13, 2007

The shop, in Bangkok's Ying Charoen Market, will sell goods under the Singer brand and others with a quality guarantee.

Siam Uralwong, business development director, said Singer was trying to find new markets as part of its 'blue-ocean' strategy. Such a strategy targets previously untapped markets.

He said appliances sold in the shop would be discounted by 20-80 per cent and have a 90-day guarantee.

The company plans to open three Smart Select Shops in provincial areas next year and have 10 branches by 2009. Each shop is expected to contribute Bt20 million to Bt30 million in revenue per year. No more shops will be opened after 2009.

"The market for electrical appliances is almost full as every home already has them, so we are creating a place where consumers can exchange them," Siam said.

Singer is the first operator to provide such a shop in Thailand. It will provide used products including refrigerators, television sets, washing machines and motorcycles.

It will also provide new electrical appliances from various brands such as TCL, Thompson and Meg.xl, which is Singer's house brand. Singer products will comprise 70 per cent of items on sale. The company is also negotiating with other manufacturers to sell their products.

Managing director Daniel Philiponet said the company planned to sell second-hand products via shopping websites to widen sales channels.

Next year, the company is considering the launch of a new after-sales service at customers' homes in line with Singer's blue-ocean strategy. The service will cover Singer products and other electrical brands.

The company will also loan appliances to customers whose items are being repaired.

"The company can recommend customers change their electrical appliances

if they are having problems. It is a good opportunity for us to directly introduce Singer products," Philiponet said.

He forecasts the company's revenue this year will be Bt3 billion, which is flat from last year due to the economic slowdown.

 Nalin Viboonchart

 The Nation