Bangkok, 15 October 2026 — Over its 16-year journey, Thaiwatsadu, Central Retail’s leading retailer of construction materials and home improvement products, has continued to expand its role as a brand that meets every home-related need while consistently maintaining consumer trust.

Most recently, it was ranked the No.1 consumer favourite brand in the multi-branch construction materials retailer category for the second consecutive year, according to the Marketeer No.1 Brand Thailand 2026 survey. This achievement reinforces the brand’s success in building Brand Trust through product and service standards, enhanced Customer Experience, and the use of Omnichannel and Data to respond to changing home-related consumer behaviour, as it continues its journey towards becoming a Total Home Solutions provider.

Behind this trust, Thaiwatsadu has focused on building Brand Trust around three key pillars: elevating Service Standards throughout the Customer Journey; expanding its products and services from Product Retail to Total Home Solutions; and integrating Omnichannel with Data & Insight from The1 to develop a deeper understanding of customers. These insights are then used to improve products, services and experiences to meet diverse needs, from building, repairing, renovating, and decorating homes to everyday living. At the same time, the company is driving operational efficiency alongside sustainability through its Smart Green Retail approach.

16 Years of Brand Trust Built on ‘Standards Customers Can Rely On’

Mr. Thanawat Chirangkapat, Chief Executive Officer of Central Retail Home, said: “Over the past 16 years, Thaiwatsadu has placed great importance on building trust through customers’ real-life experiences. Brand Trust is not created through communication alone; it comes from an organisation’s ability to consistently deliver the standards customers expect, regardless of which branch they visit or which channel they use.

The key lies in implementing Service Standards across the entire organisation in five areas. Product Standard focuses on product quality, standards, variety and availability. Price Standard builds confidence in value for money through our Everyday Low Price approach, under the promise ‘Everything for Your Home, Affordable and Good Quality’. People Standard focuses on developing employees who are well prepared and equipped with Product Knowledge. Process Standard uses technology to simplify procedures and improve service speed and accuracy. Finally, Fulfilment & After-Sales connects product collection, delivery, installation and after-sales service to create a seamless experience from beginning to end.

At the same time, customers’ needs today extend beyond purchasing individual construction materials. They increasingly seek comprehensive solutions for building, repairing, renovating and decorating their homes, as well as for everyday living. Thaiwatsadu is therefore continuing to develop its Category Development strategy by using Consumer Insight to organise its product portfolio around different Customer Missions. These range from tools for DIY enthusiasts, contractors and Heavy Users to Home Décor, Functional Lighting, Tiles, EV Chargers and Private Label products.

Our goal is to make it easier for customers to choose, help them find products that better meet their needs, and enable them to complete more of their projects. Category Development is not about maximising the number of products available; it is about providing choices that match the applications and requirements of different customer groups. At the same time, we are strengthening Thaiwatsadu’s role as a Total Home Solutions provider capable of meeting a wider range of home-related needs.

Maintaining long-term trust is therefore not about excelling in just one area. It means ensuring that products, prices, people, processes and services all operate to consistent standards, while adapting to customers’ changing needs. Whatever their home-related project may be, Thaiwatsadu aims to make it easier for them to get the job done and give them greater confidence.”

From Brand Experience to Data-driven Experience: Understanding Customers More Deeply and Connecting Every Journey

Ms. Chutiporn Kongcharoensuk, Head of Marketing, CRC Thaiwatsadu Co., Ltd., under Central Retail, said: “As customers’ needs become increasingly diverse, creating a Brand Experience is no longer simply about providing good service. It requires an understanding that different customer groups have different Customer Missions, and ensuring that products, channels and services connect seamlessly to meet those needs throughout the customer journey.”

One important turning point was the development of a Business Model capable of supporting diverse Customer Missions. Thaiwatsadu began developing its Hybrid Format in 2019, combining the strengths of Thaiwatsadu and BnB home in a single location. This was Thailand’s first Hybrid Store, designed to serve everyone from tradespeople and contractors to homeowners, giving customers more comprehensive access to products and home solutions in one place.

Moving from Physical Experience to Omni-Seamless Experience, Thaiwatsadu continues to develop its Omnichannel capabilities, taking a single-customer view across both physical stores and online channels. This enables product searches, purchases and services to connect into one seamless experience, regardless of the channel through which customers begin or complete their Customer Journey.

Another important step is transforming Data into a deeper understanding of customers through The1 Ecosystem, together with SVOC (Single View of Customer), which consolidates customer information into a unified view. This includes Customer Identity, Purchase History, purchasing behaviour, interests and service usage across different channels. These insights enable teams to make informed decisions across the business, from product planning and stock management to service design, offers and promotions, communications, and the identification of new business opportunities. SVOC is also connected to Central Retail’s wider ecosystem, providing a more comprehensive information base for decision-making.

Looking ahead, AI will help Thaiwatsadu move beyond Segmentation towards Personalisation by using customers’ behaviour and interests to deliver more personalised product recommendations, content and offers. This will ensure that Data does not stop at analysis but translates into experiences that genuinely match each customer.

“We transform Data into Insight and Insight into Action. The key is not simply knowing what customers buy, but understanding what they need and using that understanding to improve our products, services, communications and experiences. This allows Thaiwatsadu to respond accurately and consistently whenever customers have a need.” Ms. Chutiporn said.

Customer Insight is also being extended beyond customer experience to create New Business Opportunities. One example is the expansion of the Fast-Fit automotive service business under the AUTO1 brand, which addresses vehicle-related needs connected to customers’ lifestyles. AUTO1 currently plans to expand to 80 branches nationwide, with a target of 200 branches within the next three years, demonstrating how customer understanding can support both the development of existing businesses and the identification of new growth opportunities. Another Dimension of Brand Trust: Advancing Business Alongside Society and the Environment

Beyond developing products, services and customer experiences, Thaiwatsadu believes that business growth must go hand in hand with creating value for society and the environment. Through its Smart Green Retail approach, the company applies technology, clean energy and Green Logistics to improve operational efficiency, reduce costs and minimise environmental impact. To date, these initiatives have reduced greenhouse gas emissions by more than 50,000 tonnes of CO2e per year, generated approximately 95 million kilowatt-hours of clean electricity annually, and reduced energy and logistics costs by more than THB 400 million per year. These results demonstrate how sustainability has become an integral part of improving efficiency and strengthening the business for long-term growth.

Meanwhile, the combined network of 91 Thaiwatsadu and BnB home branches nationwide enables each branch to play a role beyond serving customers commercially. Each also acts as a Local Touchpoint, connecting the needs of local communities with the organisation’s capabilities, including its people, expertise and partner network. Through the “Thaiwatsadu, Standing by You, Building Happiness” initiative, under Central Retail’s CRC Care business philosophy, the company focuses on four dimensions: Community, People, Well-being and Environment. By leveraging its existing resources and expertise, Thaiwatsadu continues to create meaningful benefits for people and communities, with its initiatives having reached more than 350,000 people to date.

Mr. Thanawat concluded: “All of this reflects Thaiwatsadu’s approach to brand-building. We do not regard Brand Trust simply as the result of communication; it is something that must be built through real experiences every day — from the products customers choose and the value they receive, to the convenience of using our services and our commitment to growing alongside communities, society and the environment.

Over the past 16 years, our focus has not simply been on how to grow the business, but also on how to ensure that Thaiwatsadu remains a brand customers turn to and trust. We will continue advancing towards becoming a Total Home Solutions provider capable of comprehensively meeting customers’ home-related needs while growing sustainably alongside them.”

For further news and special promotions from Thaiwatsadu and BnB home, please visit www.thaiwatsadu.com, Facebook: Thai Watsadu, LINE Official Account: @Thaiwatsadu, or call 1308. For BnB home, please visit www.bnbhome.com, Facebook: BnB home, LINE Official Account: @bnbhometh, or call 1308.