NEW AND NOVEL WAYS TO DRAW THE CUSTOMER
by Lim Lay Ying
Property Times, New Straits Times
31st July 2004

Emotions get the better of us (women folks and a growing number of men too) at the cosmetic counter. The light plays in our favour, the colours tantalize, the intimate attention feels good. Bottom line?

It’s fun, it’s indulgent, and what’s twenty, fifty or even a couple of hundred Ringgit for a little something that will make you feel like a million bucks? It’s no wonder the cosmetics industry is a “big bucks” global industry in a world when a youth-obsessed, beauty-possessed culture collides with a collective willingness to succumb to the plays of packaging and promotion in the name of vanity.

If that’s not a formula for profit, what is?

As most retailers know, and more and more retail real estate developers are learning, the act of shopping is usually not among the customer’s more rational moments. That’s why an increasing number of them are spending more energy to understand their customers and interpret who they are, rather than seeking innovation for its own sake.

They go to great lengths to look at the books people read, the music they listen to, the food being eaten, the clothes being worn. They realize the importance of watching how people live to see how they want to shop, and are fully aware that the novel approach isn’t about keeping up with the next, to-die-for trend. That consumers aren’t dying to be entertained, or hankering for an ersatz safari experience, or even looking for a buy-two-get-one-free bargain.

"Brand Plazas"

Retailing giant Samsung Malaysia Electronics (SME) Sdn Bhd believes that what most customers crave in this world of overwhelming selection is a place that makes choosing easier – one that clearly says who and what the customer will find there, and delivers it. This has prompted it to introduce a new and novel approach in its retail stores to the Malaysian public.

Several months ago, Samsung boldly launched not one, but THREE “Brand Plazas” in Kuala Lumpur located within walking distance from each other.

Samsung’s three themed plazas are more than mere product shops. They are brand plazas that customers can relate to, experience and feel for themselves what it is like to own Samsung products and be a Samsung customer. Click here to go to Samsung's website.

The Samsung Digital Media Plaza, located in the highly-popular Bintang Walk retail precinct, claims to be the first-of-its-kind dome design using 40 separate pieces of curved glass.

Housed inside this futuristic-looking building are some of the company’s latest technologically-advanced audio visual products. They include high-end home theatre systems, a 63-inch plasma television, 40- and 60-inch LCD projection television sets, and the newly-launched Yepp MP3 player, along with the latest digital camcorders and DVD players.

PC stations are common fixtures within the complex for customers to surf the Internet for more information on Samsung’s products. They are further assisted by the store’s sales staff who are designated as “service ambassadors”.

One-stop Convenience

Meanwhile, at the Samsung Mobile Plaza at Berjaya Times Square shopping centre, customers enjoy the convenience of shopping for mobile phones and related accessories. Download stations have been set up for Samsung phones and PC stations with Internet connection allow customers to surf the Samsung Fun Club website or download new polyphonic ring tones, screensavers, contests, quizzes, etc. In-store services also include free-charging of Samsung mobile phone batteries at the charge stations.

At the Samsung IT Plaza in Low Yat Plaza situated along Bukit Bintang Road, IT-related products constitute the store’s main merchandise theme. There are monitors, colour laser printers, and high-end items such as the newly-launched SyncMaster 173P/193P. The store also offers PC stations with Internet connection for customers to experience the company’s latest IT products such as its flat screen monitors.

According to Samsung Malaysia Electronics managing director Won Jong Duk, the company is currently moving aggressively to ensure that it will garner top position in its product categories as well as be “the most loved brand” in Malaysia by 2006.

Won stresses that Samsung’s three themed plazas are more than mere product shops. “They are brand plazas that customers can relate to, experience and feel for themselves what it is like to own Samsung products and be a Samsung customer.”

Stylishly decorated sales floors

At the other end of the globe, London-based clothing chain store TOPSHOP goes the extra mile to connect with its customers. Since the takeover by billionaire retail entrepreneur Philip Green more than two years ago, the chain which counts Gwyneth Paltrow and Kate Moss among its customers, is making its regular shoppers feel like celebrities too.

TOPSHOP chain has found success by drawing shoppers with fresh fashion looks and service hooks. It features in-store stylishly decorated VIP fitting rooms with piped-in pop music. Clerks, called “style advisers”, bring shoppers clothes as well as serve them with candy and refreshments. They also ring up the shoppers’ purchases so clients don’t have to wait in line.

Both Samsung and TOPSHOP have opened the door to more marketing innovation and introduced fresh insights and perspectives into the world of retailing (and retail development)…and in the process, have been rewarded with brilliant success.

Their common secret ingredient?

New and novel ways in an arena where egos are large, competition is volatile, and tensions run high…but where profits are too good to pass.