Asus to focus on its offline format \'Republic of Gamers\' outlets
By Fairy Dharawat | Vjmedia Works | May 19, 2017
ASUS's experiential concept cafÃ© connects the gamers through their three exclusive Republic of Gamers\' (ROG) outlets in Bangalore, Kolkata, and Bhubaneshwar.
With the belief that all consumers would want to experience the hardware before they buy it, Asus is keenly looking at strengthening its offline retail model through 'Republic of Gamers’ outlets. The company has three exclusive ROG stores in Bangalore, Kolkata, and Bhubaneshwar which are equipped with a ‘Battle Ground’ where a total of 6 gamers can compete against each other and experience LAN gaming at its best. The stores are also furnished with a product demo zone and experience center where the users can test the new hardware without having to buy any. According to Peter Chang Regional Head - South Asia & Country Manager, "ASUS India even though present on all leading e-commerce portals, it is impossible to ignore the advantages of the offline retail market. We want to provide our consumers with the freedom to purchase our products through a channel they are absolutely comfortable with. With a varied consumer base, our offline retail channels help us to reach out to an audience that is more at ease with a brick-and-mortar store for their buying needs.”
Leveraging both online and offline world, the brand is keen to take advantage of both mediums, with focus on delivering key message through online networks, and investing in strengthening their sales partner network. The International technology brand is increasing its Indian presence in Esports through the top Esports teams like Team Brutality, Entity Esports etc.