Dixons debuts ‘urban toy shop’

Dixons Retail has whipped the covers off what it believes is the high street store format of the future. Retail giant Dixons’ store at UK shopping centre Bluewater is described as an ‘urban toy shop’ with a modern stylish design targeting young tech-savvy shoppers – with an emphasis on female consumers. The retail outlet has a flexible design and is based on extensive research and customer feedback, according to Dixons.

The first of this new design and format, the new Currys & PC World Bluewater store aims to attract new audiences, with a particular emphasis on female and younger, tech-savvy customers. In-depth customer research showed that more needed to be done to attract these customer groups and the Bluewater store has been designed with this in mind: more feminine and attractive store design, and a greater emphasis on having fun with technology and an engaging and interactive in-store experience.

The new store has a number of new innovations including stay and play areas featuring newly designed playtables with areas for customers to sit down and hang their shopping bags, whilst experiencing products or receiving expert colleague advice.

The entire store, from colour palates to the fixtures and fittings, aims to provide a modern, clean and welcoming feel. This ambience is reflected in the improved product range, offering a more aspirational experience to fit the fashion-focused premium shopping location.

From playtables on wheels that are powered from a grid in the floor, to entirely moveable wall fixtures, the fully flexible store can easily be adapted to meet customer demand and seasonal changes in product ranges and store design. A dedicated area will host one-on-one ‘Showhow’ sessions and free group tutorials.

Dixons claims that the new store is gully aligned with its multichannel strategy. In-store tablets and touch screens at point-of-sale provide customers with more information at their fingertips than ever before, helping them to make informed choices and decisions.

Sebastian James, chief executive at Dixons Retail, said: “I’m thrilled to be launching our newest ‘future store’ shop in Bluewater today. In it we have distilled everything we know about making these exciting and desirable products spring into life. Our job is to make buying technology not just fun, but also easy, and I think this takes us another giant leap forwards in achieving that goal for our customers.”


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