We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 8 Aug 2013

Dixons’ Tech-Savvy Airport Concept Shop


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.