eco-shop

INTRODUCTION OF THE BRAND
eco-shop is a RM2 shop in Malaysia. They are the pioneer brand in the dollar shop industry and they offered more than 10,000 household products. They have more than 200 outlets in Malaysia.

CHALLENGE
Back in year 2016, eco-shop is a shop where their customers recognized it as RM2 shop. Their customers are mostly B40 Malay market. Their shops are located around suburban residential area. The shopping experience is not comfortable for people to stay longer in the shop, which may lead to lost of sales. Further to this, they purely rely on the word-of mouth and conventional van announcement as their method of marketing. They are not active in digital platforms in order to reach out to more potential customers.

OBSERVATION
A dollar shop usually attracts a wide range of customers that will enter to shop for value products. Chinese market should be the potential customers of eco-shop too but what deters them to enter may be due to the reliability of the products’ source and the freshness of the food products. Quality and the outlook of the product is also the key point of attracting customers from middle income too.

The outlook of the shop plays an important role in attracting the prospect customers. A shop that looks spacious and organize, not forgetting the bright lighting may makes the shop looks comfortable, letting customers to spend more time in the shop.

A lot of Malaysians does not know that eco-shop is actually the biggest RM2 chain store in Malaysia, which is not being told to the public. People will be curious should they know about this and will still visit it to find out the goodness of the shop. eco-shop does not focus much on marketing which may be playing an important role in the industry as new competitors are emerging.

Social media platforms such as Facebook andInstagram are not well maintained to keep connected
with their customers.

SOLUTION
A brand new logo was created which had incorporated RM2 and their brand name, ECO, to let people recognize it immediately as a RM2 eco-shop.

The brand color has changed to a darker shade of red and white in order to elevate the elegance and passion of the brand. Red also associate with excitement, and to relates customer of their upcoming exciting shopping experience in eco-shop.

Further to this, 14/16 icons were created representing each categories and were used in various collaterals and exteriors of the outlet so as to show that eco-shop offers variety of products. Besides painting the whole building in red, the main entrance of the outlet as well as the display racks were re-designed so to be more welcoming and for a better product display.

The outlet number is added at the exterior of the building in order to show that eco- shop is a chain store. As for social media, besides introducing new arrivals, various of campaigns were held to communicate and engage with the customers. Products are presented to look more than just RM2 product. This is a way to show that client’s product is more than RM2 value and to bring confidence to the customers towards eco-shop products.