CelcomDigi secures two honours at Retail Asia Awards 2026

The company transformed telecommunications retail through large-scale store renovations and service innovations.

CelcomDigi won accolades in the Telecommunications Retailer of the Year - Malaysia and In-store Customer Experience of the Year - Malaysia categories at the Retail Asia Awards 2026 for its nationwide retail transformation, in-store engagement initiatives, and service improvements across Malaysia.

Nationwide retail network renewal

CelcomDigi modernised more than 300 branded stores across Malaysia through an extensive retail transformation programme over a period of 24 months. The work followed the merger of two telecommunications businesses and brought legacy retail sites under one brand. Store operations continued during the rollout through phased renovations, temporary setups, roadshows, and advance customer communications before each renovation.

The refreshed stores adopted a consistent design across the network, with open layouts and interactive zones for product browsing and customer consultations. At The Gardens Mall and Sunway Pyramid, the CelcomDigi Life stores included hands-on areas for 5G-enabled devices, AI-powered products, smart home systems, Endless Aisle digital ordering, and family-oriented digital lounges. Renovated outlets recorded 1.4x uplift in productivity improvement and a corresponding 1.6x uplift in revenue. 

In-store engagement and faster service

CelcomDigi also changed how customers used its stores, making it a one-step experience centre for connected living solutions to drive increased adoption of both connectivity and connected solutions. Across more than 300 branded stores nationwide, and two CelcomDigi Life stores, the company added spaces where customers could test connected devices, view vendor showcases and explore smart living products.

In-store campaigns supported the new format. Blind Box and Mystery Rewards added gamified customer interactions, whilst Purchase-With-Purchase offers and Fire Sales linked store visits to device and service uptake. Innovation showcases featured AI robotics, connected devices, and demonstrations with technology partners.

For high-traffic locations, CelcomDigi introduced Express Support. The fast-lane model handled billing matters, account updates, and basic troubleshooting, reducing demand on standard service queues. Retail specialists could then spend more time on product consultations. Store teams were also supported by AI-enabled frontline customer relationship management tools, point-of-sale systems, and Endless Aisle features, including functions designed to widen product access for rural communities.

After renovation, the flagship stores recorded a significant increase in walk-ins with a total revenue increased by 2.2% YoY in 2025 following the service and retail upgrades. 

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].