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Brief Published: 8 Aug 2013

Dixons’ Tech-Savvy Airport Concept Shop

Extra

British technology retailer Dixons has launched the first in a series of hi-tech concept stores for its travel division – Dixons Travel – at London’s Gatwick airport.

Designed with the weary traveller in mind, the store has been developed with a more open format than usual to ease the flow of shoppers, and increase dwell time. It also includes the rare feature of a shelving area for luggage, freeing up shoppers to browse unencumbered by travel kit.

The product emphasis is placed on portable items and travel accessories appropriate to its flight-bound audience. The browsing experience is enhanced with 10-inch tablet ‘look-books’ that offer product information, and 32-inch ‘floating screens’ projected above themed areas.

According to the brand, the objective of such increased digitisation at the point of sale is to give a “theatrical atmosphere to the overall product floor” – entertainment being a key factor in engaging traveller-shoppers looking for ways to kill potentially dull airport downtime. 

Following successful models such as Apple’s Genius Bar and Hong-Kong-based One2Free’s Gadget Geek area, Dixons has also included a KnowHow bar, where shoppers are given free product advice and tips from self-styled tech fanatics.

For more on the use and value of bolt-on services and in-depth brand knowledge to deliver a richer in-store experience, see our Super Service in the Retail Sector and Edutainment reports.

Also see Tech Boutiques and Klein Dytham: Space to Play for more on strategies for retailing technology. See In-Store Interactive and Tech-Fuelled Retail Spaces for additional information on using technology in-store.

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