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Arcom Group: a focus on professional customer service

by Andrea Serri

Lebanon is one of the most vibrant ceramic markets in the Middle East. In spite of the country’s strong political tensions, tile and ceramics businesses continue to flourish. In this interview with Abbas El Moussawi, owner and manager of Arcom Group, we discuss his strategy for the future.

Could you outline the key steps in your company’s development?
Arcom was established in the early 1990s and since then has proven itself as a market leader. Arcom started up at Rayak – Bekaa (1993) and expanded to many branches: Tayouneh (2000), Airport Blvd (2009), Cocodi (2010), Zahle (2013) and Verdun (2013). Arcom’s main branch, one of the largest showrooms in the ceramic and sanitaryware sector, is located at Airport blvd Beirut.

What types of products do you sell?
Arcom offers an extensive collection of ceramic and porcelain tiles, sanitaryware, bathroom fittings and accessories, vanities, whirlpools and steamrooms, which come in a wide range of designs tailored to different tastes.

What kind of clientele do you cater for?
We target all categories of customers, including retail, projects and wholesale. We sell ceramic tiles for all applications: indoor, outdoor, bathrooms, kitchens, facades and so on.

How would you describe the key characteristics of your showroom? What do you see as the most important aspects of customer service?
Our showroom chain is highly organized and offers a wide variety of items tailored to the needs of all our customers. Arcom’s mission is to deliver the best quality and price backed by a highly professional customer service for the benefit of our customers…and ultimately ourselves. Respecting, understanding, listening to, responding to and serving the customer in addition to providing excellent after-sales support are the key aspects of a professional customer service.

What are the factors that contribute to your choice of Italian tiles?
Italian ceramic tiles enjoy an excellent reputation in the Lebanese market. Their key characteristics include innovation, design and quality. These are the factors that set Italian producers apart from other competitor countries.

What should Italian companies do to raise their approval ratings within your country’s distribution system?
They need to continue to focus on good design while competing with other European producers in terms of price and quality.

The main Italian brands offered by Arcom:
Ceramic tiles:
ABK
Ariana
Castelvetro
Colli
Elios
Fap
ImolaCeramica
Refin
Sicis

Sanitaryware and bathroom fittings and vanities:
2.B.
Bongio
Catalano
Cipi
G-B group
Graff
Glass Design
Inda
Karol
Scic