Following the success of their collaboration on Singtel, Public Design Group and FITCH have once again joined up to create the future retail experience for Maxis, Malaysia’s leading Telco.
Malaysian’s spend a great deal of their down time in malls. Shopping in KL today, as with most developed major cities in the world, is all about experience.
Mall retailers have an inherent responsibility to engage and entertain shoppers well beyond the confines of product.
The business focus for network retailers is no longer on selling third party devices, it’s now all about raising awareness of how the internet enables better living. This leads to multiple devices, premium content, and managed services all being sold under one curated lifestyle story, for example Wellbeing.
Staff’s understanding of new devices and technology can’t be taught, it must be experienced. They are furnished with the latest devices, apps and content so that they can become expert demonstrators in store.
Brand experience over branded environment
The lack of corporate colour and the recessed store entrance is part of the Maxis corporate brand being deliberately recessive. We are seeing a gradual shift in retailers understanding of the importance of brand experience over and above branded environments.
Shoppers believe this environment has been designed for them to experience rather than for Maxis to sell, it’s very much a ‘pull’ rather than a ‘push’ psychology. When we look at what the Maxis brand means to people, it’s not their logo, their promotions or their tone of voice any more, it’s a fantasy world that shoppers can escape into, full of optimism, colour and compelling lifestyle stories.