Dixons launches new 'convenience' and 'lifestyle' store designs

Currys and PC World in Canary Wharf and Thurrock megastore first to adopt new design
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Dixons Retail has revealed two new store designs at two of its outlets.

One of the remodeled Currys and PC World stores is located in Canary Wharf’s shopping centre, London, with the second being the Thurrock megastore.

The 200 square metre Canary Wharf branch has been envisioned as a ‘technology convenience store’, favouring ‘Click and Collect’ shopping to allow customers to purchase technology products as quickly as possible.

To reinforce the rapid purchasing of smaller tech, stock has been boosted in certain categories, while larger items such as printers are absent from the shelves.

The Canary Wharf store design is similar in construction to the ‘store of the future’ originally introduced in Gatwick airport last year.

The Thurrock store trial is instead designed to prioritise kitchenware, with an area on the first floor of the outlet modeled into an area reminiscent of a department store, adopting a "softer, more feminine approach to layout fits in with how Currys and PC World’s customers want to shop; encouraging browsing and accessibility", explained Dixons in a statement.

The ‘lifestyle’ area is designed to focus on the areas related to purchasing white goods and consumer electronics for a home kitchen, and was said by Dixons to be a response to "a significant rise in sales of electrical cooking equipment including mixers and coffee machines, reflecting people’s desire to entertain in style at home".

Brands featured in the redesigned section include Joseph Joseph, Meyer, Sistema, Typhoon, Mason Cash, ColourWorks, Stellar, Tala and P.Sabatier.

Dixons UK and Ireland chief executive Katie Bicketstaffe said that the redesigned areas will be implemented in further stores should the trial run prove successful.

“This is a fantastic new department for us and I am excited about the offer it can bring to our customers," she added.

"Our inclusion of the cookware category makes us a one-stop shop for the kitchen.

"Why not pick out beautiful new mixing bowls and stylish chopping boards at the same time as your new stove top and fridge?

"We have the biggest and most sought after brands together in one inspiring space; it’s a master chef’s haven.”

The trial store also features a dedicated white goods team, a 'Knowhow' Hub for advice, and a 'Showhow' demo bar, where a specially-trained group of staff will deliver demonstrations and advice specific to the major domestic appliance category. Major brands in the white goods area will include Bosch, Samsung, Panasonic, LG, Range Master, AEG, NEFF, Hot Point, Zanussi and Elica.

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