Dixons Retail continues Office Depot partnership
By Ben Sillitoe - 04:40PM - Wed 9th March 2011
Office products and solutions supplier Office Depot will soon have a presence in four Currys and PC World stores as part of a new partnership with the electricals specialists’ parent company Dixons Retail.
The store-in-stores will be staffed by Office Depot employees, who will assist customers in choosing their ideal office equipment by using 3D technology.
A Currys and PC World outlet in Chingford became the latest store to roll out the trial this week, and a David Brent from The Office lookalike (pictured) visited the shop to help market the initiative.
Croydon and Bristol already boast these new store formats, while the partnership will also soon be rolled out in a Currys-PC World in Thurrock.
John O’Keeffe, Commercial Director at Office Depot UK and Ireland, said: “We are very excited about teaming up with Dixons Retail to launch this venture.
“This is the first time we will be offering the Office Depot brand to retail consumers and is unlike anything we have ever done before.”
Dixons’ tie-up with Office Depot comes at a time when many other companies in the wider retail industry are experimenting with novel store initiatives to try and tempt hard-up consumers.
O2 Retail General Manager Richard Baylis told Retail Gazette last month that consumer requirements are continually changing, meaning retailers have to be innovative if they are to survive.
“There has got to be a reason for people to come to shop at high street retailers,” he explained.
“Customers are going to continue to change their journey and it up to us retailers to encourage them in.”