Today, Maxis has introduced a new retail concept designed to deepen customer engagement by bringing mobile, home, business, and lifestyle experiences together in a single, integrated space. The refreshed format debuts at the newly unveiled 1 Utama Maxis Centre, marking a shift away from transaction-focused stores toward immersive, experience-led retail.
A Simpler, More Intuitive Customer Journey
The simplified layout lets customers move directly to what they need. Dedicated zones guide visitors to gadgets, home connectivity, business solutions, and exploration areas, reducing friction and wait times. Self-service kiosks are also integrated to streamline common tasks such as bill payments, SIM replacements, and e-reloads, helping customers complete routine actions quickly and independently.
Hands-On Digital Playground for Everyday Tech
The redesigned Maxis Centre encourages customers to try and explore technology in real-world contexts. Visitors can test gaming consoles, experience home audio setups, and interact with digital touchpoints to check fibre coverage or browse available offers. The approach supports a smooth online-to-offline journey, including in-store ordering with immediate pickup, blending convenience with hands-on discovery.
Lifestyle Partnerships Expand the In-Store Experience
Moving beyond traditional telco retail, the new concept integrates curated lifestyle brands to offer live demonstrations, hands-on experiences, and exclusive value. These partnerships are designed to reflect how customers live, work, and stay active, adding depth to the in-store experience and positioning the Maxis Centre as a destination rather than a service counter.
Urban Minimalist Design With Flexible Layouts
Visually, the new retail format adopts a warm, urban minimalist aesthetic using sustainable materials, natural tones, and wood accents. A modular design allows the space to evolve as customer needs change, ensuring flexibility for future services, products, and experiences.
Part of a Nationwide Retail Modernisation Plan
Loh Keh Jiat, Chief Consumer Business Officer of Maxis, said the new concept integrates retail seamlessly into everyday connected living, combining digital elements with physical experiences to create a space that is relevant, engaging, and purposeful.
The rollout represents a key milestone in Maxis’ broader retail transformation. The telco currently operates 62 Maxis Centres and more than 200 partnered stores nationwide. Beyond 1 Utama, the new format is already live at Maxis Centre IPC in Petaling Jaya and Maxis Centre Aman Central in Alor Setar.
Maxis plans to modernise all its retail touchpoints nationwide over the next three years, aiming to deliver a consistent, customer-first experience across the country. Stay tuned for more trending tech news at TechNave.com.
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