Ms. Apiradee Taweelap, Assistant Managing Director of Business & Merchandise Center at Home Products Center Public Company Limited (HomePro), believes that in a time when consumers hold all platforms in their hands and can compare identical products in seconds, competition is no longer just about products and prices but about the experience and confidence a brand can deliver throughout the Customer Journey.
"Putting the same product on every platform means everything can be compared, but no matter which platform customers choose first, they ultimately return to the platform they trust the most."
For HomePro Online, trust doesn’t start at payment but from the initial product search that matches needs, the purchase decision, confidence that the product is genuine and as described, diverse payment options, delivery that meets customer expectations every time, and after-sales service.
"Trust must be built from the very first step when customers see and search for us, selecting delivery options, making payments, to the point when we deliver the product to their hands, including after-sales service. This is the key reason customers return to us despite having many choices now."
What enables trust at every stage of the Customer Journey is the Omni-Channel structure that HomePro Online has developed for over 15 years, based on HomePro's branch network serving Thai people for more than 30 years. Each branch can stock up to about 20,000 items, while the online platform offers over 100,000 main products and expands variety through HomePro Mall, which allows specialized expert stores to join and sell.
Currently, nearly 200 stores add between 30,000 and 40,000 more products, covering everything from designer furniture and mattresses to products for patients and the elderly. We continuously select stores to join HomePro Online to meet customers’ diverse needs.
Meanwhile, the fulfillment structure enables HomePro to manage stock from distribution centers and branches nationwide to consolidate orders into a single delivery, allowing customers access to a wider range without added complexity in buying or receiving products. This supports immediate delivery within one hour, same-day delivery, or scheduled delivery at a convenient time.
Home & Living products are not items purchased regularly or ready-to-use immediately. Many home products require installation and assembly. Customers might buy only once or twice in their lives, so it’s not easy for them to know what to do after ordering. The brand’s role is not just selling but thinking ahead to what customers need to make using the product easy, convenient, and all-in-one. This is where HomePro moves from selling products to providing comprehensive Home Solutions, including delivery with installation and services to help customers fully use their purchases.
"Customers don’t know what to do after buying a pump because it might be a once-in-a-lifetime purchase. The brand must understand that if there’s a pump, there must also be a tank, and if there’s a tank, installation is needed. HomePro provides this complete solution directly to customers’ homes."
This concept developed into a free delivery and installation service covering more than 30 product categories such as air conditioners, refrigerators, washing machines, TVs, water pumps, water tanks, water filters, sanitary ware, lamps, furniture, and others—products requiring installation or assembly. This addresses a key customer pain point that occurs after purchase.
If customers have to find technicians themselves, HomePro Online is not just a product-selling platform but a Home Solution integrating products and home-related services including installation, cleaning, repair, and even home renovation—all in one app. When solutions extend beyond the platform, the next question is who will bring these solutions to customers’ homes.
From technicians to trusted home professionals through CHANG HomePro.
This is the role of CHANG HomePro technicians, a network of over 3,500 professional teams nationwide covering more than 1,000 service types.
Mr. Theerapol Rodchuay, Assistant Managing Director of CHANG HomePro Services, sees that home services do not end with purchase but begin the moment customers open their doors and entrust their private space to the brand.
"Every time customers open their doors for us to care for their homes, it means trusting the brand, because a home is a lifelong space. The important thing is not just providing repair or service but becoming someone customers trust to leave their home in our care."
Confidence must be built through a system customers can genuinely experience, under consistent standards each time. CHANG HomePro has created a Trust Platform starting with a 3–4 level selection process including criminal background checks, service mindset, specialized skills, and passing professional tests in each field.
This is followed by training and on-site internships of at least 15 days. Customers can also rate technicians via an app, and the work is guaranteed from 30 days up to one year. Thus, trust is not just a brand promise but built through a system customers experience at every stage.
"Customers don’t choose us just for one technician, but because they trust they will receive the same service standard every time. Being number one doesn’t mean having the most service jobs but being the brand customers trust most when thinking about home services."
Once trust is established, customers expect speed. For home matters, waiting time often means dealing with a problem. Customers want not only faster delivery but also to receive products at a time that suits their situation.
Previously, delivery within 3 days or 1 day was considered fast, but now we must achieve delivery within 1 hour because each customer's definition of 'fast' differs. For example, a broken light bulb or a faulty refrigerator may be urgent, while an air conditioner in the living room can wait until a day off when the customer is home.
HomePro Online has designed delivery options to suit different situations, including same-day delivery with installation, scheduled delivery with installation, standard delivery, Click & Collect at branches nationwide, and express delivery within 1 hour for small items customers need immediately.
CHANG HomePro’s speed is not just about speeding up processes but starting by locating people close enough to customers. Technicians are deployed locally to reduce travel time, and customers don’t pay extra within a 40-kilometer radius. Normally, about 80% of jobs are scheduled for next-day service, while emergency services for urgent cases are also provided.
Emergency services for urgent issues like no water, power outages, burst pipes, air conditioner failures, or locked-out situations have reduced wait times from 120 to 90 minutes. Express Delivery within 1 hour for small items ordered online currently handles about 12,000–15,000 orders monthly, as customers waiting at home closely watch the clock and consider even 5 minutes late as slow during emergencies.
The future direction in retailing home goods and services is shifting from reactive repair to preventive home care—From Repair to Home Care. A home's health is like a person’s health; most people only pay attention after problems arise, but good care should begin before issues occur.
This idea is being developed into HomePro Care, a long-term care service linked to products customers buy from HomePro. For example, purchasing a mattress includes cleaning, dust mite vacuuming, flipping, and ozone treatment three times over five years, so customers don’t have to remember when or how to care for each product.
At the same time, HomePro is developing the concept of a dedicated home technician and home assistant as a single point of contact for all home matters, reducing pain points by avoiding repeated explanations across channels. Even small jobs that are hard to find general technicians for can access HomePro’s services via products and the technician network. More importantly, the role of technicians is shifting from problem solvers to empowering customers to care for their homes themselves first.
"We are now focusing more on educating customers than selling services. Some issues don’t require a technician; just providing step-by-step instructions—if customers can do it themselves, they will be happy. When they eventually face problems they can’t handle, they will naturally think of us."
This approach moves CHANG HomePro from a service provider to a Home Care Partner, with the goal not to make customers call technicians every time but to ensure HomePro is the first brand they think of for any home issue, big or small.
Knowing homes better allows more personalized care before problems arise. Both HomePro Online and CHANG HomePro are advancing personalization as the brand gets to know customers and understand each home's context.
CHANG HomePro raises technician standards through 3 EX to match teams with job types and customer needs, including those seeking higher quality and materials, regular service users, and special projects. Customer satisfaction scored 96.4 last year with about 20,000 monthly social media commendations.
Meanwhile, HomePro Online uses data and AI to create more personalized experiences, from helping find and choose products to managing after-sales service and designing campaigns tailored to customer life stages, recognizing that those building a home have very different needs from those who have completed their homes. This shifts the focus from selling products on demand to understanding homes and supporting customers whenever needs arise.
A home is not just a residence but a life space. Ms. Apiradee says a strong brand today doesn’t start from what it wants to do but from understanding customers’ difficulties and how the brand can make their lives easier.
"A strong brand is one customers trust whenever they face problems. HomePro doesn’t act as a seller but tries to be the customer, understanding their pain points."
From the service side, Mr. Theerapol agrees that a strong brand must combine standards, quality, and speed, all converging toward the same goal: trust built from real customer experiences. The clear end goal for a strong brand is the trust customers place in us because our aim is for CHANG HomePro to be a lifelong home companion customers can rely on.
The directions of both HomePro Online and CHANG HomePro align with HomePro’s evolving role.
From a home goods and services retailer to a Home Lifetime Companion under the concept We Make a Better Living, winning two Marketeer No.1 Brand Thailand 2026 awards marks not only the success of two platforms but also a milestone in HomePro’s transformation—from a brand customers think of when buying home products to the brand they think of whenever home matters arise throughout life.
"Trust is not something gained once and kept forever; it must be built and maintained daily. Every trust we earn drives HomePro to continuously improve."