STARTED with humble beginnings in 1989, Senheng Electric (KL) Sdn Bhd has grown by leaps and bounds to over 100 physical stores carrying more than 280 renowned consumer electrical and electronics brands across Malaysia, and have significant presence on various online retail platforms.
To have emerged as an industry champion, Senheng takes pride as an early adopter of digitalisation and agile transformation, adapting to the fast-paced demands of consumers as well as solidifying its day-to-day operations. Today, Senheng has a growing customer base of 3.57 million PlusOne loyalty members.
“What sets Senheng apart from its competitors and position the company as a leading industry player are its competitive strengths called “competitive edges”, one of which the “Territory Champions” strategy is being rolled out currently,” says Senheng executive chairman Lim Kim Heng.
Senheng is transforming its retail store network into “Territory Champions” on a nationwide basis, where the stores will lead by floor space and consumer product range within a 5km store radius.
senQ stores take on a contemporary retail concept and are located in shopping malls with huge retail spaces, at an average of 12,000sqft.
The expansion and upgrading programme, which spans a three-year period from 2022 to 2024, involves the expansion and upgrading of stores nationwide.
Senheng’s latest store formats such as Grand Senheng and Grand Senheng Elite, as well as Grand senQ and senQ Elite, are located in popular areas and malls such as Putrajaya; Pavilion Bukit Jalil and Cheras Leisure Mall in Kuala Lumpur; and Paradigm Mall Johor Baru.
“With technology enhancement initiatives such as an increased use of AI, data analytics, and innovative digital marketing campaigns, these efforts help to create a more personalised and targeted marketing effort. Thus, a satisfying omnichannel shopping experience is formed, which distinguishes us from our competitors,” shares Lim.
All Senheng and senQ sales employees undergo stringent training programmes to enhance service professionalism and product knowledge.
Gearing towards advancing the Senheng app and boosting its customer experience to the next level, Senheng launched the S-Rewards Centre, bringing top brands across various industries onto one platform and introducing S-Coin Cashback to its PlusOne members.
“The Senheng App serves as a lifestyle platform for members to keep track of their points, cashbacks and purchase receipts. Besides notifying member on renewal, cashback balance and promotion updates, the app also engage with members via features such as livestream and gamification.
“I am also happy to say that the Senheng app is growing well. One key contributor toward its popularity is our S-Rewards Centre, a key pillar within the app where members can purchase and earn S-Coin from 18 different product categories such as fresh consumables, groceries, cosmetics, apparel, health, jewellery, among others.
“While the S-Rewards Centre offers up to 100% S-Coin cashback, it also aims to assist merchants in earning a healthy margin and to avoid price competitiveness by limiting number of merchants from the same category. Ultimately, what we are doing is to provide an ecosystem where both merchants and customers can benefit from.
“Additionally, our innovative Senheng App provides another layer of convenience and lifestyle rewards. Our customers’ online journey will be made even more satisfying by our experienced sales teams, as we bring the same high-quality in-store customer service and personalised after-sales services to online customers,” concludes Lim.
