When Ferdinand Co launched CW Home Depot, he knew he wasn’t just competing on products—he was battling perception.
“One of our early challenges in CW Home Depot as a brand is the impression that air-conditioned modern retail stores are expensive,” Co told Financial Adviser PH.
To solve this, CW Home Depot introduced its Home Price Guarantee—a strategy that still plays a key role in how the brand wins price-conscious customers without compromising on retail experience.
“If a customer finds the same item sold at any similar modern retail store, we gladly match the price,” Co explained. “This assures that customers are guaranteed competitive pricing.”
Air-Conditioned Doesn’t Mean Pricey
Co’s vision for CW Home Depot stemmed from personal frustration. While building his own home, he had to drive from Quezon City to Manila just to source decent finishing materials—and even then, the options were limited.
That experience sparked the idea for a one-stop-shop where customers could find everything from tiles and lighting to bath fixtures and furniture—under one roof, in a clean, air-conditioned, and organized environment.
But that comfort had a downside: the perception that modern meant expensive.
The Home Price Guarantee helped counter that narrative—and reassured shoppers they could enjoy both convenience and value.
A Marketplace Within the Store
Beyond pricing, Co implemented another innovative idea: competition within the store itself.
“Providing customers a variety of brands under one category keeps pricing competitive within our store,” he said.
Instead of stocking a single supplier per product line, CW Home Depot invites multiple brands and vendors—tiles, lighting, bathroom fixtures, etc.—to operate side by side inside the store. This built-in marketplace model benefits the customer directly.
“Competition within our store by different suppliers, concessionaires, and specialty stores creates checks and balances—not only in pricing, but in availability and product options,” Co noted.
When one supplier runs low on stock, another steps in. The result is a dynamic, service-driven retail environment that mirrors the variety and instant comparison advantages of online shopping—but with the tactile benefits and professional guidance of an in-store experience.
Competing on Value, Not Just Price
In an industry known for thin margins and price wars, CW Home Depot takes a different stance: it focuses on value for money.
That means competitive pricing, yes—but also curated choices, well-trained staff, and a pleasant store environment. Customers aren’t left wandering aimlessly. They’re guided by knowledgeable teams and surrounded by thoughtfully displayed options.
“Store presentation matters,” Co emphasized. “We use technology to improve the shopping experience of customers and create reports and controls so we can act accordingly.”
While many hardware retailers focus on discounting to compete, CW Home Depot invests in what Co calls the 6 P’s—Product, Promo, Price, Place, People, and Presentation—to differentiate its customer offering.
A Strategy That Scales
As CW Home Depot continues expanding across Luzon—with branches in Ortigas, Alabang, Balintawak, Pampanga, Cavite, Laguna, and soon in Silang, Cavite—its retail strategy remains grounded in consistency and innovation.
“We open new stores at a pace that aligns with our operational readiness,” Co said. “Expansion is never just about numbers—it’s about maintaining the quality of service our customers have come to trust.”
And that trust is built on a simple promise: you don’t have to choose between quality, convenience, and price. At CW Home Depot, you can have all three—under one roof.
