Read HP Total Retail solution | IT Case Study | Siam Cement Group (SCG) | HP text version

Siam Cement Group (SCG) creates the ultimate customer experience with an HP Total Retail solution

"Deploying `Total Retail solution' provides customers with a completely different shopping experience and clearly differentiates our store from the competition. We are therefore the first Thai retail channel to offer knowledge and technology for creative living and home building via an interactive experience that responds to customers' current and future needs." Woragan Xuto, managing director, SCG Experience


Needed to deploy interactive technology to enhance the customer experience, promote the SCG brand and encourage knowledge exchange in a drive to understand customer behavior and deliver enhanced products and services.


Sought an appropriate IT partner to deliver a new retail experience.

IT improvements

HP customer case study: SCG Experience deploys an HP Total Retail solution to create a new customer experience, promote the brand and encourage knowledge exchange Industry: Retail ·Delivers an enhanced customer experience through interactive technologies, differentiating the store from the competition ·Encourages information exchange, providing valuable market intelligence ·Offers customers SCG's full product range via a centralized content management system, increasing customer choice ·Provides a rapid response to enquiries, enhancing customer satisfaction ·Delivers 24/7 access to the entire product portfolio, increasing sales opportunities SCG Distribution is Thailand's leading distribution services and solutions provider. Based in Bangkok, services include domestic distribution, international trading and logistics through a nationwide network of dealers and Home Mart stores. SCG Experience, a SCG Distribution business unit, is a flagship retail store for architects, decorators and house owners, providing quality products and consultancy services.

Business benefits

·Speeds time-to-market and provides a competitive edge by delivering accurate intelligence which allows the store to respond quickly to market trends ·Enhances the store's brand and promotes increased interest in products and services, driving up sales revenue ·Provides customers with the full product portfolio, increasing sales opportunities ·Offers a sound return on investment due to rising sales revenues

Creating the ultimate retail experience

SCG Experience recently initiated a major IT project to provide customers with the ultimate retail experience. By introducing new technologies, the store could

promote the SCG brand, encourage knowledge exchange to understand customer behavior, deliver enhanced products and services, and increase sales. "Our target market is middle-class homeowners or prospective homeowners seeking professional guidance about the latest housing products to fulfill their housing dreams," explains Woragan Xuto, managing director, SCG Experience. "Our vision was to create a new type of retail store that incorporates innovation into the floor space. "With over 10,000 products but limited floor space, we wanted to deploy interactive technologies as visual aids to enhance the customer experience. In addition to touch-screen technology to access all our products, a virtual room, wireless connectivity, in-store and public portals, we required Personal Digital Assistants (PDAs) to help sales personnel deal with customer enquires quickly."

manage the lifecycle of thousands of products via a single, fully integrated database. At the heart of the solution are six HP ProLiant DL385 G5 servers, an HP StorageWorks Enterprise Virtual Arrays (EVA) 4400 (2TB) and a centralized HP Content Management System (CMS) software solution, which acts as a single repository for all SCG products. The CMS platform affords different predefined content to front-end applications via web technology. The retail solution also supports wireless technology and three online data services; public and in-store portals for customers, and an employee portal. HP has also deployed the latest digital media signage to display attractive product information and marketing messages. Customer information is available via large non-interactive, high-definition LCD screens, 26 HP Compaq dc7600 Convertible Minitower PCs and 15 strategically positioned HP TouchSmart PCs. Customers may also use an in-store kiosk to browse products and a virtual room provides lifelike representations of their own homes helping them to determine suitable products. Furthermore, customers can call for assistance from a touch-screen device; it automatically sends a message to the HP iPAQ 214 Enterprise Handheld devices carried by assistants.

Comprehensive end-to-end retail solution

Designed to make the customer experience a journey, the HP Total Retail solution offers customers different types of interactivity during their store visit. They can easily view products using a range of HP solutions. Moreover, the solution allows SCG Experience to


Sound return on investment

Today, customers either entering SCG Experience or accessing the store's public portal have access to a diverse portfolio of household products. Advanced HP interactive and non-interactive technologies escort them through their journey and a virtual environment creates realistic representations of their vision. "For those who want to seriously pursue knowledge about homes, this solution allows stores create a collection of books about houses. Customers can view these books on the touch-screens," reveals Xuto. The HP Total Retail solution also provides the store with important information about customers' interests and behavior by encouraging information exchange, creating valuable market intelligence. SCG Experience therefore proactively responds to market trends by rapidly delivering new products and services. "Introducing technology throughout the store has undoubtedly boosted our brand image and provides a competitive advantage. The solution is a highly powerful information gathering tool and rising sales indicate a sound return on investment," concludes Xuto.

Customer solution at a glance:

Primary applications · Interactive technology Primary hardware · 6 x HP ProLiant DL385 G5 servers · 1 x HP StorageWorks Enterprise Virtual Arrays (EVA) 4400 · 26 x HP Compaq dc7600 Convertible Minitower PCs · 15 x HP TouchSmart Wireless PCs · 20 x HP iPAQ 214 Enterprise Handheld devices Primary hardware · Microsoft Windows Server 2003 Standard and Enterprise Editions · Microsoft SharePoint 2007 · Microsoft SQL 2005 · Microsoft IIS Version 6 HP Services · HP Application Maintenance Services · HP Content Management Services · HP Portal Services

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© 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. 4AA3-4138ENW, Created March 2011


HP Total Retail solution | IT Case Study | Siam Cement Group (SCG) | HP

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