RadioShack launch gambit

RadioShack Officially Opens in Malaysia, First in Southeast Asia

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RadioShack launch gambit

American electronics retailer RadioShack is now officially open in Malaysia, the first country in Southeast Asia and the 33rd country in the world.

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The grand launch was jointly officiated by the American Ambassador to Malaysia H.E. Paul W. Jones and Tan Sri Vincent Tan who is the major shareholder of Berjaya Retail Berhad. Also present was Berjaya Corporation’s Chairman and CEO Dato’ Robin Tan, Berjaya Retail Berhad’s Director Tan U-Ming and RadioShack Corporation, USA’s vice president of franchise Martin B. Amschler.

RadioShack is a brand with a 90-year old heritage, offering innovative mobile technology products and services, as well as personal and home technology. Call it geek heaven, all under one convenient roof.

RadioShack entered into a master development agreement with Berjaya Retail Berhad in March to grow the franchise in 10 Southeast Asian countries, starting with Malaysia.

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If you have roamed Mid Valley Megamall, you would have noticed a spanking new standalone RadioShack store as well as a unique store-in-store in Borders, the Gardens Mall. Borders is also a franchise owned by Berjaya Books Sdn Bhd.

Three more RadioShack outlets are expected to open in the coming months – a stand-alone store at Berjaya Times Square and a store-in-store in urban bookstore Borders at The Curve and Tropicana City Mall.

RadioShack’s core target market includes professionals, students, mothers and their families who want to stay connected and be abreast with technology. The brand traditionally appeals to electronics hobbyists, who enjoying DIY and creating stuff.

As part of creating awareness amongst Malaysians and promoting the brand, RadioShack will be giving out products both on-ground as well as on-line via social media. A total of RM35,000 worth of rewards of which RM30,000 are in the form of gifts with purchase will be given out commencing from the grand launch right up to 31st October or while stocks last.

The RadioShack Grand Launch Giveaway runs through 31st October 2012 while stocks last. Customers will be rewarded according to the level of spend:

  • Spend RM60 and above, receive an AUVIO® Earbud (worth RM29.90)
  • Spend RM120 and above, receive an AUVIO® Pearl Buds with Mic (worth RM59.90) in random colours
  • Spend RM250 and above, receive an AUVIO® Concert Class Stereo Headphones (worth RM129.90)

Contests on social media will also happen on RadioShack’s Facebook page  and #radioshackmalaysia on Twitter.

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[spoiler title=”Read full press release”]

NEWS RELEASE

RadioShack officially opens in Malaysia, Southeast Asia with unique twist

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KUALA LUMPUR,
September 20, 2012

Malaysians can now take pride not only in the fact that Malaysia is the first country in Southeast Asia where leading US-based electronics retailer RadioShack is now officially open, but also in the fact that it has been given an unconventional twist by being housed in a bookstore.

The American brand with a 90-year heritage, offers innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs, all under-one-roof. The first RadioShack locations debuted with a stand-alone store in Mid Valley Megamall and a store-in-store in Borders, the Gardens Mall.

The grand launch was jointly officiated by the American Ambassador to Malaysia H.E. Paul W. Jones and retail magnate Tan Sri Vincent Tan who is the major shareholder of Berjaya Retail Berhad. In full force to support the grand launch was Berjaya Corporation’s Chairman and CEO Dato’ Robin Tan, Berjaya Retail Berhad’s Director Tan U-Ming and RadioShack Corporation, USA’s vice president of franchise Martin B. Amschler.

RadioShack entered into a master development agreement with Berjaya Retail Berhad in March to grow the franchise in 10 Southeast Asian countries. The Malaysian grand launch marks the activation of the agreement; 3 more RadioShack outlets are expected to open in the coming months – a stand-alone store at Berjaya Times Square and a store-in-store in urban bookstore Borders at The Curve and Tropicana City Mall.

Yau Su Peng, Chief Operating Officer of Berjaya RadioShack Sdn. Bhd. which owns the RadioShack franchise, explained that this unique approach of placing a RadioShack in Borders, a bookstore, is a first for both brands. Yau who is also the Chief Operating Officer of Berjaya Books Sdn Bhd, the franchise owner of Borders said, “We want to make the buying of personal technology and electronics a pleasant and enjoyable experience whereby one is able to comfortably browse without feeling rushed or intimidated, not unlike book shopping.” The Berjaya Retail “connection” affords them the ability to deliver this combination, and convenience, as a lifestyle retail destination.

Whilst its American heritage delivers on quality and transparency – you get what you pay for – RadioShack sets itself apart by being more approachable and engaging with its customers. They do this by hiring staff who are passionate about technology yet understand that not everyone is as savvy as they are. Yau elaborated “This allows us, to take the mystery out of the complexities of technology in the language that the customer understands – from layman to tech-savvy to geek-speak. But more importantly it builds trust; not only of getting genuine, dependable products that will not let you down but also value for money solutions that suit your budget”.

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“We’re excited to see the RadioShack brand expand to our 33rd country outside the United States with the new locations opening in Malaysia,” said Martin B. Amschler, vice president of franchise for RadioShack Corp., based in Fort Worth, Texas.

“RadioShack is known worldwide for helping customers find the right solution for their technology needs through industry-leading service and a thoughtfully selected assortment of technology products,” Amschler said. “Berjaya is a great partner and has a demonstrated track record of expanding the presence of leading U.S. retail brands in the region. We are pleased with the speed by which they have seized upon the RadioShack opportunity since we signed the franchise agreement in March.”

RadioShack’s core targets include professionals, students, mothers and their families who want to stay connected and be abreast with technology. The brand also seeks to appeal to electronics hobbyists, a niche group that appreciates the fun in building and creating.

To get Malaysians excited about the launch and draw them into the brand, RadioShack will be giving out products both on-ground as well as on-line via social media. A total of RM35,000 worth of rewards of which RM30,000 are in the form of gifts with purchase will be given out commencing from the grand launch right up to 31st October or while stocks last.

The RadioShack Grand Launch Giveaway runs through 31st October 2012 while stocks last. Customers will be rewarded according to the level of spend:

• Spend RM60 and above, receive an AUVIO® Earbud (worth RM29.90)

• Spend RM120 and above, receive an AUVIO® Pearl Buds with Mic (worth RM59.90) in random colours

• Spend RM250 and above, receive an AUVIO® Concert Class Stereo Headphones (worth RM129.90)

There will also be contests on social media and those interested to participate should join its Facebook page  or refer to #radioshackmalaysia on Twitter.

[/spoiler]

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