The new system will help the company track its shoppers' purchases, allowing the home-improvement retailer to reduce inventory and better choose which products to stock, said Krij Kulanet, managing director of the retailer's parent, Cementhai Sales and Marketing Co Ltd, which in turn is the distribution arm of Siam Cement Group. The system can also help the company develop more effective marketing campaigns.

Krij said the company hoped that the new system would drive Cementhai Home Mart's sales to Bt100 billion by 2012.

The company started using the CRM system this year in 50 of its 500 franchise stores. By the end of the year, it expects 200 of its franchise outlets to have the system in place.

The company also hopes to increase the number of franchise stores to 600 by the end of the year.

Cementhai Sales hopes to hammer down sales of Bt50 billion this year, up 3 per cent from 2005. It recorded sales of Bt20 billion in the first five months of this year.

Cement, tiles, gypsum, sanitary ware and similar products made by Siam Cement Group will account for 77 per cent of Cementhai Sales' revenue this year, Krij predicted.

The retailer plans to increase the percentage of products its sells that are not made by Siam Cement Group to 30 per cent by 2012 from the current 23 per cent.

Krij said the company's sales had kept rising this year because soaring oil prices have pushed the cost of construction materials higher.

The company believes the country's general economic downturn will not affect its prospects once it expands the use of its CRM system and opens more outlets across the nation.

Somluck Srimalee

 The Nation