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New Dixons concept embraces digital signage

By Retail Technology | Wednesday August 28 2013

Gatwick Airport concept store updates traditional point of sale with tablet 'look books' for browsing customers

The UK’s largest specialist electrical retailer, Dixons Retail, has unveiled the first in a series of new concept stores for its travel brand, Dixons Travel, in the South terminal ofGatwick Airport.

The retailer said its concept store will provide it with the blueprint moving forward for other store designs in the Dixons Travel portfolio.

Instead of offering traditional point of sale (PoS) materials, the new store features state-of-the art digital signage that shows the latest and greatest products, designed so that customers can easily browse for more information.

Tablets offer extra interactivity

The store will house 1,100 products across 1,466 square feet of sales space. A number of 10-inch tablet ‘look books’ will sit next to products allowing customers to gain more information on the products and associated offers in a more interactive and less cluttered format.

The store launch also sees, for the first time, a Dixons Travel store fitted with a KNOWHOW bar, giving customers hands-on tech advice and repairs under its own repairs and servicing brand.

Dixons Travel have also enhanced the instore customer experience with digital visual merchandising tables featuring 32-inch rear projection ‘floating screens’ over specially themed areas, creating a theatrical atmosphere to the overall product floor.

Staff training not overlooked

Ahead of the opening, the store team also received additional training to ensure the customer experience remains at the highest standard while in such a fast paced, high-tech environment.

Jeremy Fennell, managing director for Dixons Travel, stated: “This is the store of the future for us. We are focused on delivering a better range and store experience for Travel customers, including a focus on portable items, accessories and other flight-ready products.”

The Dixons Travel business continues to perform well for the wider Dixons group, who have recently opened international stores in Brussels, branded Knowhow, joining Copenhagen, Rome and Milan as international operations.

Visitors to Gatwick Airport will be sent a text message upon arrival offering them a £10 off £100 spend voucher at Dixons Travel in the South Terminal.

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