Total rebrand of the iconic brand with new logo, refreshed look and feel across 57
stores with a focus on freshness and quality
• Over 2,000 new products introduced across, fresh, grocery and household
• Launch of the strongest Ramadan offers with hundreds of items on discounts of up to
50%, along with many other promotions
Giant, one of Malaysia’s leading food retailers, today launched its brand-new range of exciting customer offerings to better deliver on its promise of freshness, quality and value in addition to unveiling an entirely new look and feel across all 57 stores in the country.
Mr Chris Bush, Dairy Farm Chief Executive Officer for Southeast Asia Food Business
The extensive refresh is one of Giant’s most significant developments since the establishment of the home-grown retailer in 1944 and builds on Giant’s position of being the low-price leader of Malaysia in providing customers with best value. This move also follows the result of Giant’s research on what truly matters to customers – fresh, quality products at great value, as well as a positive shopping experience.
BRAND NEW OFFERINGS
With this keen understanding, customers can now look forward to Giant’s many refreshed new offerings that were developed specifically to meet these demands, such as:
Launch of over 2000 new products across fresh food, groceries, and household
essentials in-store to excite and delight customers.
• World of Food, where Giant customers will now be able to enjoy an even wider
selection of new imported food selections from all around the world, as well as local
delicacies from home-grown companies.
• Ringgit Zone, available at selected stores, is a completely new proposition that
reinforces Giant’s position the price leader with RM3/- per item products across all
categories for customers on a budget. Bargain hunters will find exciting new products
ranging from snacks to kitchenware, home, and personal care item at the amazing flat
value deal of RM3/- per item.
• General Merchandise Section, a complete reinvention of Giant’s General
Merchandise range to deliver good quality products at affordable prices that satisfy
everyday needs. Customers can look forward to over 700 new products here, from
cooking needs, appliances, home storage and organization, to toys and leisure.
• Ready To Eat offerings at selected hypermarkets such as freshly baked delights
every day from in-store bakeries with a wide range from breads and loaves, to cakes
and assorted buns. Giant is also adopting a hub and spoke model to enable the
delivery of freshly baked products from our hyper stores to rest of Giant store network.
• Guardian, Health & Beauty Care stores are now placed in select Giant hypermarkets,
superstores, and supermarkets, providing a convenient one-stop for customers to get
the best of both worlds. By the end of April, a total of 35 Giant stores will have the
Guardian store-in-store for even more customers to enjoy this added convenience.
This establishes Giant truly as a one-stop shop for all daily essentials, from grocery items and
health essentials to electronics.
MEADOWS - QUALITY AT GREAT VALUE, NO. 1 BRAND IN GIANT!
Bringing customers even greater quality and value to help stretch their dollar, Dairy Farm
launched Meadows, an own brand offering globally sourced high-quality food, with prices that
are significantly more affordable than the equivalent brands. Meadows is already the leading
brand in Giant, more popular than well-known brands such as Hup Seng, Ramly, and Munchy.
To date, there have been over 240 Meadows products launched which have been extremely
well-received, and customers can look forward to the launch of 210 more Meadows products
in the coming year.
AMAZING VALUE AND GREAT DEALS
To excite customers even further, Giant will be launching more Value Deals such as multibuy
offers, festive essentials, and category discounts of up to 50% as part of the launch. For
example, customers can look forward to discounts on key essentials such as broccoli at
RM2.50 from RM3, tomatoes at RM2.95/kg from 3.99/kg. Siakap fish at RM6.95/pc and Jati
rice at RM23.95 from RM25.99, and dates at RM7.95/kg from RM11.99.
A GIANT COMMITMENT TO FRESHNESS, QUALITY AND VALUE
Since the early 2000s, Giant has firmly established itself as the lowest price leader in Malaysia
and has previously been voted as such by customers. . Giant also received the Fair Price
Award in 2016 awarded by the Ministry of Domestic Trade and Consumerism Malaysia for
ensuring quality, value, and services to consumers at a reasonable price.
Building on this trust and expectation, Giant remains committed to delivering on its promise of
providing fresh products at great value for all, by partnering closely with key suppliers, farmers
and fisherman so that customers can always depend on market-fresh quality at great prices
every day.
Some of the improvements on fresh offerings include the introduction of better, brighter
displays, more product variety, availability, and purchase options (loose nuts, snacks, spices,
bulks buys). And as a commitment to this fresher promise, Giant will provide a refund if
customers are not 100% satisfied.
IMPROVED SERVICE LEVELS
As part of Giant’s ongoing efforts to improve, it has enhanced the customer journey in stores
with team members offering fantastic service across all store touchpoints.
For example, Giant has committed to a new Service Promise where, when the check-out
queue snakes to a particular point, it will trigger all the check-out counters to be opened and
customers to be served immediately. For enhanced convenience, Giant will also be offering
e-wallet payment options such as Touch ‘n Go and Boost app for a more seamless checkout
experience.
To provide further confidence to our customers, Giant continues its unwavering focus on
hygiene and safety measures, so that customers can shop with us with us with peace of mind.
BRAND NEW LOOK AND FEEL
All these changes have been supported with a bright new look and feel in store, bursting with
colour and warmth that meet the demands of today’s customers, along with a brand-new logo
that is in line with a brand-new customer experience.
EXPANDED SHOPPING EXPERIENCE
The brand refresh will also stretch across to Giant’s convenience format as well, extending
the brand’s great offering and value to the neighbourhood for daily quality fresh and essentials.
Beginning with the launch the newly branded Giant Mini in the Klang Valley recently,
customers will see the conversion of all existing G Ekspres and ShopSmart stores to Giant
Mini within the month.
In addition, building on Giant’s commitment to Malaysia, and on the back of the company’s
announcement of transforming for growth, Giant looks to open 10 more Giant Mini stores this
year.
A GIANT PROMISE TO DELIVER ON A GIANT DIFFERENCE
Mr Chris Bush, Dairy Farm Chief Executive Officer for Southeast Asia Food Business said,
“We recognise that these continue to be challenging times, and we remain more committed
than ever before to being Malaysia’s best value food retailer - providing great prices and
amazing value on products our customers buy the most of, especially during the times our
customers will appreciate it the most.”
“With this refresh, we have listened closely and acted on what our customers have told us on
what matters to them, and as a result we have upgraded all our store operations and hygiene
standards, product availability and service levels.”
“We are proud of Giant’s long history as a leading value retailer in Malaysia, and we remain
dedicated to continuously improving to serve our customers the best we can, because we
understand the importance of providing our customers with a better store experience. We have
been working hard to deliver to our customers what they have asked for – every part of the
customer experience and been reviewed and refreshed, because we know that ultimately, it’s
the little things that make a Giant difference!”
For more information, please visit www.giant.com.my
ABOUT GCH RETAIL (MALAYSIA) SDN BHD
GCH Retail (Malaysia) Sdn. Bhd., (GCH Retail) a subsidiary of Dairy Farm International, is the
operator of Giant hypermarkets and supermarkets chain; TMC, Cold Storage, Mercato, and
Giant Mini. Keeping abreast of the latest market trends, GCH Retail continues to deliver
modern retail experiences and avails Malaysian customers to a wide array of products and
produce, including quality value selections as well as premium and exclusive offerings.
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