CelcomDigi Brings Endless Aisle Experience to 300+ Stores Nationwide — Partners with Samsung for Digital Lifestyle Retail
TLDR:
- CelcomDigi launches “Endless Aisle” digital retail experience across 300+ stores nationwide
- Samsung products available including smartphones, wearables, smart TVs, and home appliances
- Existing customers get 15% off, CelcomDigi-Samsung package customers get 30% off
- First telco in Malaysia to offer seamless consumer electronics retail journey in stores
- Endless Aisle piloted at The Gardens Mall and Sunway Pyramid before nationwide rollout
CelcomDigi and Samsung Partner for Immersive Retail Experience
CelcomDigi is transforming how Malaysians shop for connected devices with the nationwide rollout of “Endless Aisle” — an immersive digital retail platform that brings Samsung’s complete product ecosystem into CelcomDigi stores. The initiative, developed in collaboration with Samsung Malaysia, makes CelcomDigi the first telecommunications company in Malaysia to offer a seamless consumer electronics retail experience across such an extensive store network.
Currently available at all CelcomDigi Store and CelcomDigi Express outlets nationwide, Endless Aisle allows customers to discover, purchase, receive, and connect their devices within a single store visit. Rather than visiting separate retail locations for phones, TVs, and appliances, customers can experience Samsung’s full range of connected products — from smartphones and wearables to smart TVs and home electronics — with the support of CelcomDigi’s in-store experts who ensure seamless setup and connectivity.
From Pilot to Nationwide Expansion
The Endless Aisle concept was originally piloted at CelcomDigi Store Life locations in The Gardens Mall, Mid Valley City, and Sunway Pyramid. These flagship locations tested customer response to the immersive digital platform before CelcomDigi committed to the nationwide rollout.
The pilot locations demonstrated strong customer interest in having a centralized destination for connected device purchases. Rather than researching products online and purchasing through e-commerce channels, customers appreciated the ability to physically interact with devices while having expert staff available to explain features and handle setup on the spot.
By expanding to all 300+ stores, CelcomDigi aims to make this experience accessible to customers regardless of location — from urban shopping centers to suburban retail areas. The company’s extensive retail network, serving more than 20 million Malaysians, provides the foundation for this aggressive rollout timeline.
Exclusive Savings for CelcomDigi Customers
The collaboration includes attractive discount structures that reward both existing and new CelcomDigi customers:
Existing CelcomDigi customers or new customers who sign up for any CelcomDigi plan receive 15% off Samsung products through Endless Aisle. Customers who bundle a Samsung device with a CelcomDigi-Samsung device package enjoy 30% off — a significant saving for customers already committed to purchasing both a device and a connectivity plan from the same provider.
Additional exclusive offers are available for CelcomDigi ONE Plan customers, providing further incentives for high-value subscribers who tend to spend more on connected devices and services.
Redefining Physical Retail
CelcomDigi’s Chief Sales and Retail Officer, Cheng Weng Hong, emphasized that physical retail remains a strategic priority despite the growth of e-commerce. The company views its retail presence as essential to helping customers navigate the complexity of connected device ecosystems — something that pure online retail struggles to replicate.
“Physical retail continues to be a strategic lever for us, driving our continued commitment to explore new ways and forge innovative partnerships that will enhance how our customers experience connected living in retail,” said Cheng. “Our collaboration with Samsung Malaysia reflects this ambition, allowing us to be among the first in the country to bring a more seamless and future-ready retail experience into our stores.”
Samsung Malaysia’s perspective aligns with this vision. Steven Koh, Head of Consumer Electronics at Samsung Malaysia Electronics, noted that the partnership allows Samsung to bring its ecosystem of connected devices closer to Malaysian consumers while simplifying the journey from discovery to ownership.
Why This Matters for Malaysian Consumers
The Endless Aisle approach addresses several pain points in consumer electronics retail. Purchasing connected devices typically requires coordinating between multiple retail channels — the telco store for the SIM card and plan, an electronics retailer for the device, and potentially additional visits for accessories or setup services. CelcomDigi’s consolidated approach reduces this friction significantly.
For customers purchasing Samsung devices, the integration with CelcomDigi’s connectivity services means devices can be activated and connected immediately rather than requiring separate setup steps at home. The presence of trained in-store experts means customers can ask questions and receive hands-on guidance that e-commerce product listings cannot provide.
The discount structure creates a compelling reason to purchase through CelcomDigi rather than other retail channels. A 30% discount on a Samsung device when bundled with a CelcomDigi plan represents substantial savings that could offset plan costs over the contract period.
Our Take
CelcomDigi’s Endless Aisle represents a significant evolution in telco retail strategy. Rather than competing solely on plan pricing or network quality — areas where differentiation has become increasingly difficult — the company is positioning its physical retail presence as a value-adding channel for connected device purchases.
The Samsung partnership makes strategic sense for both parties. Samsung gains access to CelcomDigi’s 300+ store network and its customer base of 20 million subscribers, providing a direct sales channel beyond traditional electronics retail. CelcomDigi differentiates its retail experience from competitors while generating additional revenue from device sales and plan activations.
For Malaysian consumers, the practical benefit is access to a more convenient purchasing experience with meaningful discounts. The 30% discount for bundled purchases particularly benefits customers who were already planning to sign up for a CelcomDigi plan — essentially getting a device discount that makes the overall purchase more attractive than splitting purchases across multiple retailers.
Whether this model drives sustained customer behavior change remains to be seen. E-commerce convenience and price comparison remain powerful forces. But for customers who value hands-on product exploration and immediate setup assistance, Endless Aisle offers genuine advantages that pure online retail cannot match.
