CelcomDigi Berhad rolled out Endless Aisle across more than 300 stores in Malaysia on 16 April in Petaling Jaya, according to a company press release.

CelcomDigi stated that Endless Aisle was a digital platform at its CelcomDigi Store and CelcomDigi Express outlets that allowed customers to discover, buy, receive, and connect devices in a single store visit. The company said the platform was first piloted at CelcomDigi Store Life in The Gardens Mall and Sunway Pyramid.

According to the release, Endless Aisle brought together Samsung smartphones, wearables, smart TVs, home appliances, and lifestyle electronics in CelcomDigi outlets. CelcomDigi stated that in-store staff would support setting up and connecting devices purchased through the platform.

The press release indicated that CelcomDigi customers using Endless Aisle would receive a 15% price reduction, whether as existing customers or as new customers who signed up for any CelcomDigi plan. It added that customers who took so a CelcomDigi-Samsung device package would receive a 30% price reduction, and that CelcomDigi ONE Plan customers would receive additional offers.