SIGMA Paints is launching this month (January) the third concept in its three-tier channel marketing strategy to revamp its distribution network.
The Saudi-based paint major is set to open its first Sigma Design Shop in Dammam, which has been conceptualised purely with the end-user in mind, according to Antoine Lejuez, Sigma’s marketing manager for the Middle East.
The shop is a one-stop outlet for end-users, offering turnkey solutions for décor needs. Clients visiting these shops can take advantage of the expert advice offered by a resident interior designer, says Lejuez.
The concept for the Sigma Design Shop, which will have a typical size of 100 sq m, was developed by Sigma Paints in coordination with design agency dwp based in Bahrain.
The Sigma Design Shop will feature a complete colour palette that includes more than 320 colours as well as an innovative combination technique facilitated by the Colour Wall, a colour and lifestyle area with a series of colour panels.
The colour and lifestyle concept, which enables clients to be their own interior designers, brings together eight colour groups with inspirational photographs, trendy colour options and recommended combinations. Designed to be easy to use and to explain to customers, it features a vertical colour line featuring off whites, fine pastels, accent colours and dark colours all with the same colour base and belonging to one colour family. This works alongside a horizontal colour line comprising shades from all eight colour groups that all have the same brightness, colour value, intensity or grayness.
“Using this, customers can make a personal choice sticking to the vertical line for a safe and soothing colour choice, or choosing the horizontals for a more vibrant look or combining the two to end up with a combination in perfect balance whether they are seeking a traditional, modern or design-oriented effect,” says Lejuez.
The store also has an “inspiration corner” with a wide array of colours and corresponding images and a family area for discussions. Clients can also take away brochures, inspirational books and colour fans.
As a trendsetter in the region, Sigma launched the revamp of its distribution network in April last year, involving the upgrade of Sigma retail shops and its distribution network to a new, dynamic concept.
Apart from the Sigma Design Shops, the programme includes the Sigma Service Centre, a 100 per cent professionals outlet and innovative retail concept targeted at contractors and painters, and the Sigma Shops, catering to consumers as well as paints professionals, the first of which opened in June last year.
The three-tier channel marketing strategy is scheduled to be completed by 2013.