COURTS has launched its nationwide brand campaign Senang Sahaja, Courts Ada (Living Easy with Courts) in celebration of its 28th anniversary in Malaysia.
Supported by a new Courts Price Promise, the campaign aims to strengthen its value commitment whilst connecting emotionally with customers in a down-to-earth way.
With insight of local consumer concerns about increased cost of living, the campaign aims to reassure customers that Courts continues to stand for affordability in making aspirational home products easily attainable with various payment options to suit different customer needs.
This includes the Courts Price Promise which triples the price difference if customers can find a lower price from other retailers, while there are new Courts Flexicredit plans for new homeowners, newlyweds and fresh graduates.
With the launch of Senang Sahaja, Courts Ada, customers will be able to look forward to a wide variety of upgrades in-store and a 50 per cent increase in SKUs, which includes a larger array of new electrical, IT and furniture products, showcased through rejuvenated in-store concepts.
Courts is enhancing its Ultimate Screens category with 300 per cent more choices of large screen TVs; up-sizing the Cool Zone concept to Cool Zone Plus with a wider range of air conditioners, air purifiers and air coolers; and launching World of Wellness — an entire category dedicated to health products and wearables with popular brands such as Fitbit, Garmin, TomTom and Braun.
The new furniture range, Your Furniture and Your Bedding, with two new concepts, ‘Classic’ and ‘Modern’, allows customers to add their own personal touch – showcased in stylish lifestyle furniture galleries to inspire design ideas for the home.
New Courts look
The new Courts will be brought to life in 15 stores from May this month to March next year with the latest store to undergo the changes being Courts Miri.
There will be more customer-centric focused training will enable staff to make shopping at Courts a pleasure, while the cheery blue and yellow Courts shirt will replace the existing blue polo T-shirts for a smarter look.
In response to changing shopping habits, a comprehensive online store will also be rolled out, together with e-kiosks and Click & Collect counters in-store, making the shopping experience at Courts fully multi-channel in phase two of the brand campaign, which is targeted for the end of the year.
“We are extremely proud of our 28-year heritage of turning houses into homes, and becoming a trusted one-stop shopping destination for generations of value-conscious Malaysians. The emphasis on value and affordability is the cornerstone of this brand campaign. While we wanted to connect with customers by showcasing real-life experiences that they face day-to-day, we were also mindful not to lose the focus on the price messaging given that our industry is very price-competitive,” said Courts Malaysia CEO Tim Luce.
“The new Courts goes beyond a simple rebranding exercise. Much more than that, it is in everything we do – from the improved product range we are now carrying to our renewed Courts Price Promise, our commitment to customer service and ultimately, to the improved look when you step into a new Courts store. We will only be successful when our customers are able to feel the difference when they interact with our brand.”
Courts has also appointed the godfather of Malaysian stand-up comedy Harith Iskander, as the first Courts brand ambassador in 20 years.
He will not only appear in promotional materials and meet customers and fans in Courts stores, but also participate in Courts’ community outreach programme, Rumah Amal Courts, which seeks to provide household necessities to 28 charity homes and families.
“We are delighted to welcome Harith to the Courts family. With his down-to-earth, warm and bubbly personality, he is a local favourite who resonates and connects well with Malaysians, and imbues our brand promise and shopping experience with his appealing humour loved by all,” said Luce.
On his appointment, Harith commented, “My father used to shop in Courts, and as a family man now myself, Courts has become to go-to place for everything I need for my home under one roof. I recently bought a 70-inch flat screen television from Courts and was very taken by the vast selection of products and their prices. I am excited to collaborate with Courts, as I believe the affordability agenda is close to the hearts of locals and this campaign is a heart-warming reassurance that a retailer continues to stay committed to delivering the best value and experience to their customers.”
Experience Senang Sahaja, Courts Ada by going to any Courts stores nationwide.
For the latest updates and promotions, like the new CourtsMsia Facebook page or visit www.courts.com.my.
With its roots as a furniture retailer from the UK, Courts was first established in Malaysia in 1987 and has since grown to become one of the leading electrical, IT and furniture retailers and a must-visit place for home necessities.
Courts Asia, the holding company for Courts (Singapore) Pte Ltd, Courts (Malaysia) Sdn Bhd and PT Courts Retail Indonesia, has been listed on the Mainboard of the Singapore Exchange since October 2012.
Today, Courts Asia is a leading retailer in Southeast Asia and the Group has expanded its range to include electrical, IT and furniture products.
In line with Courts Asia’s mission to ‘make aspirational home products easily affordable’, the Group abides by the ‘Courts Price Promise’ and is committed to offering competitive prices across its product range.
In addition, Courts Flexi-Scheme, its in-house credit is available as one of the payment options.
Innovative sub-brands that have been launched include Courts Connect, Solutions Bar, Sleep Clinic and Dr Digital.
Currently, Courts Asia operates more than 70 stores across Singapore and Malaysia, spanning over 1.3 million square feet of retail space.
This includes the first ‘Big-Box’ Megastore pioneered in Singapore in 2006 as part of the Economic Development Board’s ‘Warehouse Retail Scheme’ to convert industrial land for commercial use. The Group’s first ‘Big-Box’ Megastore in Malaysia was officially opened in the Klang Valley on July 20, 2013.
Courts Asia opened its first Megastore in Bekasi, Indonesia last October.
Courts is consistently upgrading to serve you better. the latest store to undergo the cosmetic surgery is Courts Miri. Come and enjoy the newly renovated shopping experience.