PRISM+: Creation of Singapore’s first direct-to-consumer electronics brand
When asked to think of gaming monitors, PRISM+ will probably come to mind. In just four years, it has quickly become one of Singapore’s most popular TV and monitor brands, and has recently expanded to Australia and Malaysia.
Given its popularity today, it would be hard to imagine their humble beginnings in 2017, where a small team of five bright-eyed youngsters crammed into a small warehouse, which doubled as an office. It was in this warehouse that they worked tirelessly to fulfill their dream of launching a direct-to-consumer electronics brand with a digital approach.
Their inspiration for PRISM+ came when its founding members wanted to do away with the mark-up prices of electronic products caused by middleman stores and distributors. Of course, this was no small feat as the lack of a middleman meant the team had to create a strong online storefront with robust payment processing methods. It also meant being nimble enough to adapt to the consumer trends of the moment. In 2021, PRISM+ adopted Grab’s PayLater solution so shoppers can bring home their favorite products at an affordable and convenient price.
Being new to the local electronic scene, they also had to compete with bigger international brands with strong track records and aggressive marketing campaigns. To stay competitive, they focused on another big gap they saw in the consumer electronics method: intuitive customer service. As consumers themselves, they often felt that the customer support offered by electronic brands often left something to be desired. They decided to change that by providing top-notch customer service that includes 24-hour support handled entirely by in-house service agents.
Today, the brand’s customer-centric approach and digital-first business model have paid off and propelled their growth in the market. “If the ongoing pandemic is any indication, the world is currently undergoing a sea change in the online space,” says Jonathan Tan, co-founder and CEO of PRISM+. “An e-commerce business model is becoming increasingly popular as it allows shoppers to purchase their favorite products from the comfort and safety of their own homes.”
Photo credit: PRISM+
The founders share more here:
What factors would you consider integral to growing your brand?
Every member of our team believes passionately in our products and everyone works tirelessly to provide our customers with the best shopping experience. For example, during the circuit breaker period in 2020, there was an increase in orders and requests. Despite this difficult time, the team has stepped up, often spending late nights just to make sure our customers are well taken care of.
Indeed, the attention and care we give to our customers has not gone unnoticed. They are currently our best ambassadors, leaving us thousands of 5-star reviews on our website and recommending our products to their friends. Their support and love is what continues to inspire us to disrupt the market. It is only with their help that PRISM+ is as successful as it is today.
How has adopting GrabPay and Grab PayLater helped businesses?
GrabPay and Grab PayLater have quickly become one of our customers’ favorite payment options. Besides the added savings, many users find it a quick and convenient way to get their favorite PRISM+ products home first, processing payment later via Grab PayLater.
What are your future plans and goals for PRISM+?
We have currently extended our activities beyond the digital space to also include offline touchpoints. For example, we have an Experience Store located inside the Hipvan Showroom in Suntec City. That said, our main line of business will always remain online.
In terms of our goals as a brand, we hope to make the latest advancements in visual technology accessible to as many people as possible. In 2022, we hope to be able to expand into new markets like we did in 2021 when we brought our brand to Malaysia and Australia.