"We're moving beyond a purely price-based value proposition to offer customers a more informative, valuable and relevant shopping experience. So we aim to be South Africa's one-stop shop for electronic and electrical goods with the widest range of products available at everyday low prices, complemented by knowledgeable 'switched on' staff that can help our customers make informed purchasing decisions. Simply, it is tech shopping, made easy," explains Neil McLean, Hi-Fi Corp marketing executive.
"The company was most commonly referred to as Hi-Fi Corp by our customers and staff, so it made sense to shorten the name, which also more accurately reflects its down-to-earth and approachable brand. This sentiment is also carried through to the new logo. We didn't completely reinvent it; we simply evolved the identity to ensure it could live in a high-street brand environment.
"Added to that we've developed a new brand promise, 'switched on', which demonstrates our commitment to talk to our customers in a language they understand, remain relevant and up-to-date and instil a sense of confidence in our customers so they don't feel we're ripping them off or wasting their time. It means we understand our customers' needs and our products and offer a service that bridges the gap between the two," McLean adds.
Over a period of time, all Hi-Fi Corp stores will reflect the rebrand, with a new in store look and feel supporting the new positioning. The next store opening is Carnival Mall in Brakpan at the end of September 2011.
