The company was founded in 1993 on the premise of bringing the lowest possible prices to consumers. Almost two decades down the line, and with the title of biggest audio and visual warehouse in Africa and the Southern Hemisphere to its credit, Hi-Fi Corporation has cemented its position as the market leader in its field, offering the wildest product range and the lowest prices.

It’s off the back of this that the company has strategically repositioned itself to offer customers something more than just the best price; it’s now looking to differentiate itself in the market through specific, customer-centric service offerings.

“We’re moving beyond a purely price-based value proposition to offer customers a more informative, valuable and relevant shopping experience. So we aim to be SA’s one-stop shop for electronic and electrical goods with the widest range of products available at everyday low prices, complemented by knowledgeable 'switched on' staff that can help our customers make informed purchasing decisions. Simply, it’s tech shopping made easy,” explains Neil McLean, Hi-Fi Corp marketing executive.

The company has updated its identity in line with this new positioning. This has included shortening the name to Hi-Fi Corp, evolving the existing logo to mirror the new focus, and adopting a new brand promise.

“Hi-Fi Corporation was most commonly referred to by our customers and staff as Hi-Fi Corp, so it made sense to shorten the name, which also more accurately reflects the down-to-earth and approachable brand that we are. This sentiment is also carried through to the new logo, which is progressive yet approachable at the same time. We didn’t completely reinvent the logo, we simply evolved the identity to ensure it could live in a high-street brand environment.

“Added to that we’ve developed a new brand promise – ‘switched on’ – which demonstrates our commitment to talk to our customers in a language they understand, remain relevant and up-to-date, and instil a sense of confidence in our customers so they don’t feel we’re ripping them off or wasting their time. Switched on means we truly understand our customers’ needs and truly understand our products, and offer an excellent service in between that bridges the gap between the two,” McLean adds.

Over a period of time, all Hi-Fi Corp stores will reflect the rebrand, with a new instore look and feel supporting the new positioning. To this end stores will offer an easily navigable, uncluttered experience, with informative point of sale material and knowledgeable staff contributing towards empowering customers.

The first new-look store to be unveiled will be the new Centurion Hi-Fi Corp, which opens its doors on 26 August. Followed by Carnival Mall in Brakpan at the end of September.