Courting customers

New look: Courts ambassador Harith Iskandar (centre) with Luce (third from right) with the management of Courts in their new uniform during the launch of the new store and its brand campaign.

TO CELEBRATE its 28th anniversary, leading electrical, IT and furniture retailer Courts Malaysia recently launched a nationwide campaign aimed at strengthening its connection with customers.

The campaign’s tagline, ‘Hidup Senang dengan Courts’ (Live Easy with Courts) reassures customers that Courts will continue to stand for affordability in making home products easily attainable with various payment options to suit different needs.

In line with the campaign, Courts will be refurbishing 10 of its stores from next month to March 2016, to give it a fresh new look, starting with the store in Setapak.

Stores will remain open throughout the refurbishment period.

Five new Courts stores will be opened by the end of the year, and will incorporate the new look.

The new look will create a more enhanced shopping experience for customers with better lighting and flooring so they can better discover Courts’ wider range of products.

The new look extends to customer service where employees will be trained to be more customer-centric.

Even employees’ uniforms will be new as the existing blue polo T-shirts have been replaced by a smarter-looking blue-and-yellow shirt.

More than RM20mil will be spent in the exercise which includes the appointment of popular stand-up comedian Harith Iskandar as the first Courts brand ambassador.

Two 30-second television commercials, Senang Kahwin and Senang Sejak Dulu, will also be aired on major TV stations.

As ambassador, Harith will not only appear in promotional materials and meet customers in Courts stores, he will also participate in Courts’ community outreach programme, Rumah Amal Courts, which seeks to provide household necessities to 28 charity homes and families.

Courts Malaysia chief executive officer Tim Luce said they have been planning the refurbishment and new introductions to Courts for several months.

The company has been looking to reinvent itself, re-look at their product range and find ways to create awareness about their offerings, he said.

“The emphasis on value and affordability is the cornerstone of this brand campaign.

“While we want to connect with customers by showcasing real-life experiences that they face day to day, we are also mindful not to lose the focus on the price messaging given that our industry is very price-competitive,” he said.

The launch of the campaign at Courts Megastore Sri Damansara saw the introduction of a wider variety of upgrades in-store and a 50% increase in stock-keeping units, which includes a larger array of new electrical, IT and furniture products.

The new additions are showcased through rejuvenated in-store concepts like the enhancement of its Ultimate Screens category with 300% more choices of large-screen television sets and a wider range of air conditioners, air purifiers and cooler in the Cool Zone Plus.

Courts will also dedicate an entire section to health products and wearables with popular brands like Fitbit, Garmin, TomTom and Braun.

There’s also a new furniture range, ‘Your Furniture’ and ‘Your Bedding’, with two new concepts, Classic and Modern, which allows customers to add personal touches to their furniture.

The new Courts Price Promise will see the retailer tripling the price difference if customers find a lower-priced item from other retailers.

It includes a 30-day hassle-free exchange and refund instead of 10 days, 14-day product reservation, delivery as quick as five hours within Klang Valley, extended product warranty up to 10 years and 100% approval to spend RM1,000 on Courts Flexi Plans.

New homeowners, newlyweds and fresh graduates will benefit from the Courts Flexicredit plan as they shop from a wide range of products at low prices and low repayments with as low as 0% interest.

A comprehensive online store will also be rolled out, together with e-kiosks and Click and Collect counters in-store, making the shopping experience at Courts fully multi-channel by the end of the year.

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