Jubilant at the sweeping success of its brand at the recent SLIM Nielsen People’s Awards 2011, Singer Sri Lanka pledged its continued commitment to its customers, who have rallied around the company from the very beginning.
The company, which walked away with evening’s ultimate prize, the highly coveted People’s Brand of the Year award, as well as the People’s Durable Brand of the Year and the People’s Youth Brand of the Year, knows that it owes its accolades to the people’s belief in its trusted excellence.
Although it has secured the top prizes at the SLIM Nielsen People’s Awards since the event’s inception in 2006, Singer Sri Lanka has steadfastly refused to rest on its laurels, insisting, instead, on continually strengthening the value proposition offered to its customers. Through its more than 360 retail outlets nationwide, the company has dedicated itself to making it easier for customers to purchase its wide range of products and services, giving them the opportunity to live the life they want anywhere in Sri Lanka.
Offering the most modern conveniences and products, Singer has revolutionised Sri Lankan lifestyles. From the branded consumer products offered at Singer Mega and Singer Plus, such as Samsung 3D televisions, Kenwood chef, and Singer laptops, to the chic furniture available at Singer Homes, the company has transformed the consumer landscape with a dazzling array of quality products. In the process, it has earned a reputation as an organisation that is committed to doing right by its customers.
For example, the Express Pay counters at the company’s retail outlets empowers customers to settle their utility, cell phone, and credit cards bills and collect Western Union money transfers at the store itself, thereby giving them new levels of convenience and freedom. The company also puts customers’ minds at ease by investing heavily in its world-class service network. The island-wide after-sales service network includes 7 regional service centres and hundreds of service franchise agents, thus ensuring that customers receive the best after-sales service at a convenient location. For total peace of mind, customers can even opt for the unique Sanasuma extended warranty scheme, which gives them additional protection of a three year warranty.
Upon accepting the awards, Singer Group CEO Asoka Pieris expressed his gratitude to these very same customers, saying that the company’s success “was possible only because of the confidence placed in us by the general public” and noting that Singer “has put in a lot of effort to earn the trust of the customer.” Serving as an affirmation of the company’s customer-centric retail philosophy, the awards won by Singer Sri Lanka are also a reflection of the way its brand resonates in Sri Lankan hearts.
The company’s CSR activities are a major reason for its brand power, with a wide range of initiatives reaching communities across the country. For example, the company’s IT Knowledge Bus has already visited more than 800 rural schools and disseminated invaluable information and hands-on experience of cutting-edge technologies to more than 100,000 schoolchildren, helping them bridge the digital divide. Similarly, the company’s Fashion Academies and Culinary Schools are aimed at empowering Sri Lankans with the skills they need to succeed.
Based on research conducted by the Nielsen Company, the SLIM Nielsen People’s Awards are judged by Sri Lankan consumers from across the island, including the North and East.
Surveys were done over a five-month period in order to ensure an equal opportunity for all brands, and were carried out across diverse age groups and social classes, thus yielding an accurate representation of consumer preferences.
The SLIM Nielsen People’s Awards, which allows Sri Lankans to select their favourite brands, organisations, and personalities, has become a landmark event in the marketing calendar because it places the power firmly in the people’s hands. As the People’s Brand of the Year, People’s Durable Brand of the Year and the People’s Youth Brand of the Year, Singer is grateful to the people and remains dedicated to upholding their trust and belief.