JEDDAH: Sigma Paints SA has launched its new distribution shop concept. The program entails introducing the new shop concept across all the stores in the Kingdom as well as setting up additional new innovative outlets. This comes as an effort to cater to the needs of the Middle East consumer and provide him with the most superb experience. The new strategy aims to target all segments of consumers by meeting their specific needs and is divided into three channels. The first channel will cater exclusively to the paint professional in the region and is in the form of the Sigma Paints Service Center. A place where the professional can find anything he needs, from paints, rollers, and safety equipment; spray equipment and ladders, in addition to technical advice and training. The second channel will cater exclusively to the end user. The flagship store will be opened in Dammam in July 2011. The new Sigma innovative shop is a one-stop outlet for end-users offering a turnkey solution for their decoration needs, showcasing a wide array of different color and design options. Its dazzling interior is resplendent with a unique color concept which inspires the end-user for choosing the right colors that they need as well as wall finishing. The third channel is the new Sigma shop which caters to both the paint professional and the end consumer. This concept includes a new design, new offerings such as an introduction of the new paint tools, equipment that the paint professionals needs as well as inspirational corners for end-users. The concept was launched with the opening this month of the first two facilities featuring the new look. The two Sigma shops are located at Al-Thuqba and Al-Akrabia in Al-Khobar. The program initially focuses on the main cities of Dammam, Al- Khobar, Riyadh and Jeddah, followed by other cities and the remote areas of the Kingdom Depending on the locality and the type of customers that patronize the outlet, the new Sigma shops are divided into two areas targeting the professional and the end
