This article was originally published in the Brand Finance ASEAN 500 2024 report
As a new entrant to our rankings this year, MR D.I.Y. continues to lead as Malaysia’s largest home improvement retailer. Alex Goh, Head of Marketing, shares insights on how the brand leverages technology to boost efficiency and enhance customer experience, staying true to its promise of "Always Low Prices".
Interview with Alex Goh
Head of Marketing
How has the brand adapted to emerging trends and technologies, and how has this influenced MR D.I.Y.’s brand positioning in the market?
MR D.I.Y. Group primarily operates as a brick-and-mortar business but has embraced emerging trends to enhance customer value and operational efficiency.
In 2017, we launched our e-commerce platform, www.mrdiy.com.my, to offer a seamless omni-channel shopping experience. This proved critical during the pandemic, as customers increasingly turned to digital channels for everyday essentials. Since then, our digital shopping platforms have steadily grown.
MR D.I.Y. has also adopted the use of technology to improve operational efficiencies and reduce dependency on manual labour. In March 2021, the Group introduced a 65,000 square feet robotic e-commerce warehouse in Malaysia, boosting operational efficiency by 200%.
We are further investing in automation, with plans to commission a 600,000 square feet automated warehouse by the end of 2024. Featuring advanced robotics and tracking systems, this facility will serve 1,200 stores and replace four existing warehouses, improving inventory management, order processing, and delivery aspects. These strategies have solidified MR D.I.Y.’s position as Malaysia’s largest home improvement retailer, known for providing everyday essentials at low prices in a customer-focused manner.
What are MR D.I.Y.’s biggest advantages in ensuring brand success?
Our promise of 'Always Low Prices,' has won the hearts of customers in every market we operate. This is a promise we hold dear, and commit to bringing to life every day in a myriad of ways.
Our second advantage is the breadth of our product range. We have 17,000 products, which means we have something for everyone.
Our third advantage is convenience. Our network of 1,200 stores nationwide means we are always within the customer’s reach. In addition to our original MR D.I.Y. standalone stores, we offer several other options in Malaysia, including MR D.I.Y. Express for smaller markets, MR. TOY for affordable toys, MR. DOLLAR for trendy value-priced products and F&B, MR D.I.Y. PLUS as a superstore that combines all three brands, and Malaysia’s first EMTOP store, specialising in high-quality hardware products.
We strive to make shopping enjoyable and rewarding, with vibrant outlets and seasonal promotions. We are committed to fairness and growth opportunities for our employees and focus on supporting the communities we serve. Our extensive ESG framework has helped build trust with customers, employees, and partners. Through the MR D.I.Y. Foundation, we actively fund and support impactful community programmes, ensuring long-term sustainability.
Collaboration and partnerships have become crucial elements in today’s interconnected world. How has MR D.I.Y. fostered strategic alliances, and what role have these partnerships played in driving brand value growth?
We value the extensive collaborations and partnerships we have established over the years.
Our strong product pipeline stems from direct partnerships with manufacturers worldwide. By buying directly, we bypass middlemen and ensure access to a wide range of affordable, high-quality products for our customers. We build trust and respect by conducting ourselves professionally, paying promptly, and valuing these relationships.
We maintain strong relationships with regulators in all our markets, adhering strictly to their guidelines. We also collaborate with tech and service providers to enhance convenience in our stores, including partnerships with e-commerce platforms and digital payment providers.
Additionally, we support educational institutions, community organisations, and local authorities by providing manpower, funds, and supplies to meet local needs. We empower our managers to foster local partnerships in every market we are present.
