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These evolutionary stages have required an amount of nimbleness and responsiveness from Atlas. Most recently, it has resulted in much smaller showrooms that communicate the brands and their USPs. No longer are they the display hubs packed with full product ranges ready for immediate pickup. As customers obtain information about audio-visual entertainment systems from several sources, the retailer’s job has moved towards providing an experience of the product.
“What customers get from the showrooms today is brand recall, and that doesn’t require a lot of space. We have products that they can interact with, but for a fuller experience of complex entertainment systems, we welcome them to our experience center.” He is referring to purpose-built labs at the Atlas headquarter at Leong Huat Building on Harper Road.
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