Housed in Nex, the new shopping mall in the Northeast of the island, ‘HTC Concept Store’ in Singapore will house the HTC retail – its point-of-sales counter and the product showroom showcasing HTC products and accessories.
Melvin Chua, country manager, HTC Singapore, said, ”Through its first exclusive concept store in Singapore, HTC aims to render a personalised consultation and service experience, while matching the company’s philosophy of designing a range of innovative products.”
The Sony Ericsson concept store located at Parkway Parade is aimed at providing consumers with an interactive in-store experience.
With hologram window displays that provide 3D demos, Sony Ericsson Blox modular fixtures that create display walls and Experience zones that allow customers a hands-on experience with Sony Ericsson phones and easy access to product information.
Both HTC and Sony have been making a steady push in the retail space, further encouraged by Asia’s burgeoning economy, and to connect their consumers by offering a brand experience.
Selecting posh locations in shopping malls with a steady stream of foot traffic, these concept stores reflect the company’s vision of showcasing its products and services in retail space.
Such a form of targeted marketing is in stark contrast to the traditional models of distributor and commissions-based marketing and aimed at strengthening brand retention in a competitive mobile market, establishing customer profiles, and determining the best marketing practices to find new customers.
Article via Campaign Singapore