27 February 2014,
It was a one-of-a-kind collaboration as HLK and Sharp came together to promote their brand and products via a pop-up store in iN Shoppers, Viva Home Mall. Find out what Daniel Leng, Executive Director of HLK (Chain-Store) Sdn Bhd and S.M. Tok, General Manager, CEP Sales, Sharp-Roxy Sales & Service Company (M) Sdn Bhd has to say about the joint effort.
From left to right:Daniel Leng, Executive Director of HLK (Chain-Store) Sdn Bhd and S.M. Tok,General Manager, CEP Sales, Sharp-Roxy Sales & Service Company (M) Sdn Bhd
Established in 2000, the fast-growing HLK has now become one of the market-leading electrical appliances chain stores in Malaysia. Not one to settle for complacency, HLK strives to achieve higher goals. And this time around, they make history by collaborating with one of the prominent brands in the home appliances industry – Sharp.
CH: Creative Home / SHP: Sharp / HLK: HLK
CH : CAN YOU SHARE WITH US ON WHAT THIS COLLABORATION IS ALL ABOUT?
HLK: First off, we were in the midst of taking our branding and promotions to a whole new level, because we wanted more people to know about HLK. And fortunately enough, we stumbled upon an opportunity to collaborate with Sharp, so together we came up with this pop-up store concept, whereby we displayed our products in iN Shoppers, Viva Home Mall, to attract consumers.
CH: WHY DID YOU CHOOSE TO COLLABORATE WITH SHARP?
HLK: I must say that we have been very confident with Sharp since day one because they are indeed a big brand. They are innovative and well known to be trendsetters in the market – their products are always up to mark. Having been in the business for over 100 years, Sharp has certainly built a reputation in the industry that we look forward to be able to make for ourselves one day.
SHARP Air Purifier with Plasmacluster Ion Technology
SHARP Aquos 80″ TV
CH: AMONG ALL THE OTHER LOCATIONS AVAILABLE, WHAT MADE YOU PICK IN SHOPPERS TO BE YOUR POP-UP STORE?
SHP: In order to increase brand awareness, we know we had to pick somewhere strategic; the pop-up store had to be at a place that could really stand out. Finally we decided to go with iN Shoppers because it was located in Viva Home Mall, the one-stop centre where many home owners patronized. Not to mention the location of iN Shoppers itself was really promising, being visible as soon as you get off the escalator.
CH: WOULD YOU SAY THAT THE COLLABORATION WAS A SUCCESS?
HLK: Yes, in fact we have received positive feedbacks from our customers. In a way, they now know that we are authorized dealers for Sharp, and that we have strong backup from Sharp even when it comes to carrying out A&P. I believe our customers are now more confident with our brand.
SHARP Car Ion Generator with Plasmacluster Ion Technology
The unique pop-up store at iN Shoppers.
CH: DO YOU LOOK FORWARD TO MORE COLLABORATIONS LIKE THIS IN THE FUTURE?
SHP: Certainly. Collaborations like this not only benefit our own brand, it also gives us an opportunity to show support towards our dealers.
CH: WHAT CAN WE EXPECT IN 2014 FROM BOTH HLK AND SHARP?
SHP: Coming soon we’ll be introducing the exclusive 4K Ultra HD LED TV which is four times the pixel resolution of Full HD 1080p. With four times more pixels, even the smallest details in a picture will be visible. Which means consumers can enjoy visuals that are clearer and sharper, and with more depth.
HLK: As for us, we are hoping to venture into small-scale shopping malls as we look forward to reach out to different markets as part of our expansion. Most importantly, we seek to maintain our quality of after-sales service as we believe that is what sets us apart from our competitors.