In the wake of globalization era, customers are getting smarter when it comes to buying electronics products. This phenomenon leads to the birth of electronics chain outlets in town which offer their patrons the best products from best selection all at affordable prices.
In line with this, the Indonesia’s leading electronics chain Electronic City has succeeded in winning the heart of its customers by providing excellence in product selection and support in a comfortable shopping ambience.
Opened its first outlet in Sudirman Central Business District (SCBD) on November 11, 2001, the state-of-the-art electronics chain has been harvesting a remarkable crop of 10 outlets nationwide; 7 in Greater Jakarta and its vicinity and 3 in Bandung, Medan and Kuta, Bali, respectively.
Having size ranging from around 2,000 to 4,000 square meters, depending on the area, each of the ten outlets provides a large range of audio-visual equipments along with cutting edge technology products such as laptop, desktop, mobile phone and other innovative gadgets and accessories as well as home appliances carrying an array of top brands.
Adi Kuntjoro, Electronic City’s head of marketing communication department, said that what lies behind the success of this electronics giant is its concept that combines category space and exhibition. “Here each of all the brands partnering with us has its own booth the way every brand can explore its product features.”
The exhibition concept is sophisticatedly designed to allow patrons to independently choose all kinds of electronics products available. “It’s a one-stop shopping concept, indeed,” Adi added. Partitioned by brand names, patrons can take a look at the products while getting explanations from friendly staff at every booth. No less important, patrons can do the browsing at any booth representing brand based on product categories of kitchen & home appliances, TV & home entertainment, cellular phone & accessories, computer & office equipment and camera & video camera.
Al though Electronic City does not specifically limit its target market to certain social class, the business focuses on the customers from middle to upper and high-end class society since they have contributed a big chunk of sales to the business. “In general, people from this society are smart at perceiving a shopping concept,” Adi remarks adding, “There are three crucial elements that they expect from the purchase; good quality of products, the products warranty and outstanding customer satisfaction.”
Currently Electronic City carries about 80 electronics brands such as Samsung, L.G., Toshiba, Panasonic, Philips, Sony, JVC, Denon, Aiwa, Electrolux, Canon and Hewlett Packard, just to name a few. Adi avers that the outlet guarantees all the products carried are genuine.
In addition, every Electronic City outlet offers an extended warranty facility to ensure the customer’s convenience and affording safety. What one might not find at other electronics outlets is the insurance provided by Electronic City that covers the purchased goods against casualty damage and natural disaster. “If your products are damaged due to flood, earth quake or other means of calamity, there will be a free replacement for the goods,” he assured.
No less important, as he furthered, is the outlet’s home delivery service. Depending on the coverage area, goods can be delivered to the customer’s address within one day after the purchase free of additional charge. “And if you don’t want to come to the outlet, we have a customized website where prospective customers can make a purchase at the click of a button conveniently from their home,” Adi explained.
Truly, all the convenience and splendid services perhaps come at price as Electronic City outlets sell their merchandise at fixed prices. “If you know how to bargain at a traditional electronics retail, you can get the same products as sold in an Electronic City outlet cheaper. But if you don’t know how to bargain, the price can be more expensive. Given the possibility that the products may have been the fake one, I don’t think it is worth of buying electronics products at the traditional retail,” said Richard Mangapul who claimed to have purchased most of his audio visual products at Electronic City. He also said that he was amazed with the payment facility at
Electronic City where customers can buy goods by credit.
For a single career mother like Shelvy, for example, price is not the issue since she thinks the difference is almost nothing. Convenience, after sales service and product guarantee are what matter her the most. “Totally a place for a one-stop shopping for our electronics needs,” she said. “I’m especially impressed with a wide range of home appliances and audio visual equipments here. Electronic City really fills in the role of improving family life style.”
The same enthusiasm is shown from an undergraduate university student, Ilyas Wirawan. A state-of-the-art Electronic City has executed a series of selling points that characterize the company’s commitment towards supporting the needs of every customer. “Everything is here.
From washing machine and air conditioner to PDA and laptop,” Ilyas said while gesturing to an array of audio visual products displayed in SCBD outlet, by far the biggest Electronic City outlet in the country, “Look at those LCD TVs! I prefer the brand of Sony when it comes to LCD, but I also like Samsung.”
A myriad of audio visual products are displayed with a wide variety of choices in different models and brands at every Electronic City outlet. Every individual has its own preference over any particular brand. “This is the reason why we have brought many various products and brands to the table,” Adi explained. “As for the audio visual products, LCD is thus far the leading in terms of sales volume.”
This advertorial was written in February 2009.