Dixons Retail’s ‘floating’ screens and digital catalogues are making their way to Currys and PC World stores on the High Street.
The news comes after the Currys/PC World stores in Bluewater and Aylesbury were given fresh looks.
Dixons Travel’s first two concept stores were unveiled at Gatwick Airport and Heathrow Terminal 5 in August. Both feature ‘floating screens’ – mounted displays used to showcase product features – which director Jeremy Fennell says gives the store flexibility with seasonal trends.
“We have designed this store with the aim of offering an amazing customer experience in such a fast paced environment,” he told PCR. “A 32-inch rear projection floating screen is placed over a themed area on the digital visual merchandising table to create theatre to the overall table. Currently this has a summer holiday theme, which will build anticipation for customers and encourage the holiday feel.”
Screens are placed at the front of the store as well, which are all controlled centrally and can be updated instantly with new offers and limited deals.
“The stores have a unique flexible design, so that we can flex to suit customer demand and the seasonal trends,” added Fennell.
“The new store will be the prototype for future Travel store designs; this will be the store of the future for our Dixons Travel portfolio. And some of the technology in the new Gatwick store will be making its way into the rest of the Dixons Retail Estate.”
The Gatwick and Heathrow airport locations feature a mixture of tech products and travel essentials.
10-inch tablet ‘lookbooks’ are placed next to products allowing customers to find out about associated offers and other information.
Fennell says Dixons will be closely monitoring how this new store concept is received before making changes, adding that the lookbooks will be first to roll out to High Streets.