CEBU, Philippines - Banking on its extensive knowledge in the local market and its evolving needs, Cebu Home and Builders Centre officially launched its new advertising campaign that illustrates the company’s long-term commitment of projecting itself as a family friendly store.
Last Tuesday, company officials formally introduced the new advertising campaign of Cebu Home and Builders Centre dubbed as “Your Family..Your Storeâ€.
After creating a name for itself in the building material industry for more than a decade now, the company aims to strengthen its brand promise and convey its message to its valued clientele.
Cebu Oversea Hardware Company, Inc. vice president Charles Kenneth Co said that since they have opened 11 years ago, Cebu Home and Builders Centre has branded itself as a one-stop shop for quality homebuilding and furnishing products.
Cebu Home and Builders Centre started as a retail arm of its mother firm, Cebu Oversea Hardware Company, Inc.
Charles added that the company is also known in the market with its Do-It-Yourself concept set-up until other stores came in the scene.
He said that the buying pattern of Cebuanos is considered to be unique among other markets and more companies would want to expand and penetrate the Cebu market.
“It is getting to be very crowded and there is no distinction between stores. People already knew what we are and now, we want to distinguish ourselves from others,†he said.
He further noted that as a Cebu-based company, Cebu Home and Builders Centre is capitalizing on its local knowledge as a homegrown industry player to cope with the customers’ demands.
“We know what they need and we want to put emphasis on how we treat our customers. We want to let them feel that we are a family store and once they enter our store, they will feel at home. We aim to emphasize that we are a family here even across all market segments whether you are family person, retailer, architect, or a contractor. We are not just purely the brick and mortar, ordinary store. We are beyond that,†he stated.
Cebu Home and Builders Centre Chief Executive Officer James Co cited how the Cebu market has evolved these past years with more complicated demands for homebuilding and furnishing products particularly at present with the advent of technology and power of social media.
“Retailing has changed a lot. Since the time we started, we used to introduce the products to them. With the digital era nowadays, information has been readily accessible and our customers have become fully aware of what’s new in the market. Now, we listen to them and address their needs,†he said.
He said that the retail market account more than 70 percent of the total sales of the company.
James added that amid the real estate boom particularly the upsurge in vertical developments in the province, they anticipate new and complicated demands from the market when it comes to building materials.
He cited that before, the market preferred Mediterranean design for their homes which already became obsolete with the entry of compact furniture and emergence of simple yet practical amenities for condominiums.
With the new campaign, he noted that they are geared towards strengthening their sales turn-out for the retail market and sustain the company’s double-digit growth year on year.
Aside from the traditional approach, Cebu Home and Builders Centre shall engage to different strategies in support its latest advertising campaign.
The company has developed in-store customer service orientation, undergone renovation in its stores that are geared towards making clients more comfortable, set up lounges and coffee shops inside and conducted training programs for merchandisers and staff to be more customer-centric in dealing with the customers.
Cebu Home and Builders Centre currently has four branches located in Mandaue, Mactan. Pardo and Consolacion with a total of around 600 employees to serve the its growing clientele.
The company plans to open two more branches in the Cebu province two to three years from now. /JOB (FREEMAN)