In celebration of its 28 years in Malaysia, Courts has launched a nationwide brand campaign, “Senang Sahaja, Courts Ada” (Living Easy with Courts) which is supported by a new Courts price promise.
The home furnishing store aims to strengthen its value commitments to Malaysians whilst connecting emotionally with customers. With the insight of local consumers’ concerns about the increased costs of living, the campaign tagline was created based on the Hidup Senang dengan Courts (Live Easy with Courts) promise.
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 customers’ needs.
Courts invested an excess of RM20 million for the new look and marketing initiatives. This includes appointing renowned stand up comedian in Malaysia, Harith Iskander, as the first Courts Brand Ambassador in 20 years.
Other marketing initiatives include rolling out a 360° brand campaign, which includes TV, radio, print, outdoor, online, below-the-line and events. For the TVC aspect of the campaign two 30-seconds clips titled Senang Kahwin (Marry Easy) and Senang Sejak Dulu (Always Easy) are produced and will be aired on major TV stations as part of the brand campaign launch.
In response to consumers’ 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.
All these initiatives will be to highlight the Courts Price Promise. Courts is also promising to triple the price difference if customers can find a lower price from other retailers. It is also introducing new Courts Flexicredit plans for new homeowners, newlyweds and fresh graduates.
Tim Luce, CEO of Courts Malaysia said, “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.”
He added that the new Courts goes beyond a simple rebranding exercise.
“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,” said Luce.
Other aspects also covered by the new revamp include a larger array of new electrical, IT and furniture products and the launch of World of Wellness, an entire category dedicated to health products and wearables with popular brands such as Fitbit, Garmin, TomTom and Braun.
Meanwhile there will also be a new look that Courts stores will be flaunting starting from May. There will also be a more customer-centric focused training to enable staff to make shopping at Courts a more pleasurable experience for consumers. The staff will also be dressed in a new “cheery blue and yellow” shirt.
First established in 1987 in Malaysia, Courts has grown throughout the years to become one of the leading electrical, IT and furniture retailers and a must-visit place for home necessities.