Customers engage with technology products differently and more emotively – and this was the opportunity for Dixons Retail to trial a destination retail format that taps into this trend, offering products designed to meet people’s lifestyle wants. This new retail format targets the design-aware customer, the most underserved and highest value ‘technology buying’ segment.
The trial format we co-created with Dixons Retail, innovates across all aspects of the regular high street format, from the branding, name, identity and communications toolkit, through to the retail environment, service offer, product mix and merchandising – as well as in-store events and campaigns, that form a key part of the ongoing store experience.
The trial store in Birmingham spans 15,000sqft over 3 floors, and is zoned to offer customers a greater aspirational experience:
‘Collections’ is a shoppable ‘events’ area bringing together diverse and innovative products with limited editions
‘Studio Workshop’ houses Dixons Retail’s new expert service and support offer ‘KNOWHOW, offering creative ‘get the most out of your technology’ classes, and help across a range of creative and practical needs.
Virtual Shop – a series of in-store kiosks positioned around the store for customers to search products, compare prices, write and read recommendations.
The black and lime identity, and material palettecelebrates technology with energy, vibrancy and confidence.Research shows that customers are genuinely amazed by both store and staff and routinely describe BLACK as ‘sexy’, ‘edgy’ and ‘surprising. Word has spread so fast and so favourably about this new store in Birmingham, that on a recent recruitment evening for just a handful of new jobs, over 250 people queued round the block to work there – previously unheard of for Dixons.
Neil Hollins, Formats & Retail Director says:
"What a great team of people! Household were crucial in helping us deliver our fantastic new concept store 'Black' in Birmingham. Their creativity and enthusiasm for the project was boundless, and their design process was extremely valuable in helping our in-house team and other stakeholders involved to get to the finishing post in style"
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