The opposite of a bazaar

Malaysian home improvement retailer Mr. DIY has launched a larger, more upscale format to provide its customers with a better shopping experience. Mr. DIY Plus, a 3 000 m² store format that carries more than 20 000 products across the company's three brands – home improvement marque Mr. DIY, toy brand Mr. Toy and fixed price concept Mr. Dollar – had its formal opening yesterday, 30 June 2022. The flagship store, which takes up two storeys, is located in Midvalley Megamall in the Malaysian capital of Kuala Lumpur.

Alex Goh, marketing head for the Mr. DIY Malaysia, said in a presentation during the formal launch of the new store that the more spacious and luxurious format was a product of data analytics, which indicated that apart from convenience and value for money, shoppers also wanted an “experiential” store. “We have all this data, so what can be done to better serve the customers,” Goh said.

Compared to the standard Mr. DIY outlet, which is down-to-earth and functional, Mr. DIY Plus' visual merchandising concept is haute, with bright display shelves that highlight selected products, strategic lighting, and artistically designed ceiling beams giving the store a more elegant ambience. Notably, the fancier interior design was born after the retailer was categorized as a “bazaar” rather than a home improvement retailer in Europe on the heels of the opening of its first store in Spain in December 2021.

The new store concept also boasts an “eco-friendly section” which houses environmentally friendly product selections, a studio for livestreaming promotions and new products, an activity centre for hosting events and workshops for shoppers, and self-checkout kiosks.

Positioned as a one-stop shop for the whole family, Mr. DIY Plus offers products under the following categories: hardware, household and furnishing, electrical, stationery, sports equipment, toys, car accessories, jewellery, cosmetics, food and beverage, healthcare, personal care, and pet products. “This is a store for everyone... We want our customers to feel that they can get everything that they want in one roof,” Goh said. According to the marketing head, Mr. DIY Plus has already welcomed more than 200 000 visitors since its soft opening last 19 May.

The format is the retailer’s third in terms of size, after Mr. DIY, which has a shopping area of around 1 000 m², and the compact Mr. DIY Express, which has a floor area of 200 to 300 m². (r. DIY also categorizes its outlets according to their…