Maxis’ all-new retail concept offers complete mobile, home, business, and lifestyle experiences
Maxis today introduced an all-new retail concept that enhances its customer engagement strategy, bringing mobile, home, business, and lifestyle experiences together under one roof.
Demonstrated through the newly unveiled Maxis Centre at 1 Utama, this refreshed format moves beyond traditional transactions to deliver an engaging, digital-first experience. By blending core telecommunications services with curated lifestyle offerings, the new concept focuses on three key pillars:
- A simplified customer journey: The redesigned layout allows customers to navigate directly to their specific needs via dedicated zones for gadgets, home connectivity, business solutions, and exploration. New self-service kiosks further streamline bill payments, SIM replacements, and e-reloads.
- A hands-on digital playground: Visitors are encouraged to try, play, and explore how technology fits naturally into everyday life, such as trying out new gaming consoles or experiencing home audio devices. Interactive digital touchpoints also enable customers to check fibre coverage and explore offers. This supports a smooth online-to-offline journey that includes convenient in-store ordering with immediate pickup.
- Partnerships with curated brands: Beyond traditional retail, the new concept integrates diverse lifestyle brands to offer hands-on experiences, live demonstrations, and exclusive value. These collaborations enrich the retail experience, reflecting how customers live, work, and stay active.
In terms of design, the new retail concept adopts a warm, urban minimalist aesthetic. This is showcased through the use of sustainable materials with natural tones and wood accents. Its modular structure allows the retail space to adapt more easily as customer needs evolve.
“Our new concept integrates retail seamlessly into everyday connected living. We want customers to experience how technology fits into their lives, while our integration of digital elements ensures a smooth and convenient visit. This creates a space that is relevant, engaging, and purposeful, reinforcing our focus on fostering meaningful connections.” - Loh Keh Jiat, Chief Consumer Business Officer of Maxis
This new retail concept marks a significant step in Maxis’ ongoing effort to modernise its retail touchpoints. Currently, Maxis’ retail footprint spans 62 Maxis Centres and over 200 partnered stores nationwide.
In addition to Maxis Centre 1 Utama, the new retail format has already been adopted at Maxis Centre IPC (Petaling Jaya) and Maxis Centre Aman Central (Alor Setar). A further rollout is underway, with a strategic roadmap to modernise all Maxis touchpoints nationwide over the next three years. By evolving these spaces, Maxis aims to better serve communities across the country and provide a consistent, customer-first experience at every touchpoint.
