New Straits Times - - Business -

KUALA LUMPUR: Sen­heng Elec­tric (KL) Sdn Bhd, which is cel­e­brat­ing its 28th an­niver­sary, has launched the “Seam­less 4U” cam­paign with dis­counts and cash re­bates for se­lected elec­tri­cal items.

The cam­paign, which started on Septem­ber 1, ends on Novem­ber 30.

“It is Sen­heng’s an­niver­sary and we want to re­ward our cus­tomers with spe­cial offers, cash re­bates.

“May­bank credit card hold­ers will also have the op­por­tu­nity to win prizes,” said Sen­heng founder and man­ag­ing di­rec­tor Lim Kim Heng.

He said the re­tail out­look for the rest of the year was ex­pected to im­prove as con­sumers shop dur­ing fes­tive sea­sons like Deep­avali and Christ­mas, and school hol­i­days.

“I think our com­pany is set to achieve a dou­ble-digit growth for the up­com­ing years as we im­prove our busi­ness model.”

Lim said Sen­heng was trans­form­ing it­self digitally to give con­sumers a more seam­less ex­pe­ri­ence.

“We are see­ing an on­line-to-off­line revo­lu­tion. In or­der to sur­vive, we need to re­de­fine tra­di­tional in-store shop­ping.

“We want to sim­plify and per­son­alise the shop­ping ex­pe­ri­ence for the cus­tomers.

“We want our con­sumers to be able to shop for our prod­ucts in stores in-per­son and also able to or­der and pay for them via their smart­phones or iPads.”

The “New Re­tail” con­cept is the lat­est in­no­va­tion by Alibaba, China’s big­gest e-com­merce com­pany, which in­te­grates ecom­merce, stor­age and lo­gis­tics.

Alibaba founder and chair­man Jack Ma coined the term “New Re­tail” in a let­ter to Alibaba’s share­hold­ers last year

Sen­heng is Malaysia’s mar­ket leader in the re­tail of house­hold elec­tri­cal goods from plasma tele­vi­sion to mi­crowave ovens.

Lim said his team had been in­vest­ing a few mil­lion ring­git into build­ing the in­for­ma­tion tech­nol­ogy in­fra­struc­ture and hu­man ca­pac­ity de­vel­op­ment to work to­wards a seam­less blend of on­line and off­line re­tail ex­pe­ri­ence for con­sumers. Ooi Tee Ching


Sen­heng founder and man­ag­ing di­rec­tor Lim Kim Heng says the com­pany is trans­form­ing it­self digitally to give con­sumers a more seam­less ex­pe­ri­ence.

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