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Dixons has ‘more to learn’ from new Black store


By Ben Sillitoe

The new Black concept store opened by Dixons Retail this month has traded well over the Christmas period, but there are more things to learn before the format can be developed further.

Spokesperson for the retailer Mark Webb told Retail Gazette that the post-Christmas and sales period, when trading levels return to normal, will give the company a better idea of whether the new style store can establish a permanent place in the market.

Black opened in Birmingham on December 10th and is viewed as one piece of the wider transformation process the company is currently undertaking, which involves the emergence of 2-in-1 Currys/PC World shops and other megastores.

Early signs for Black are good though, with portable “good looking” technology items such as the iPad and other tablets, the iPod and cameras apparently “flying off the shelves”.

Webb stated: “We’ve been delighted with how the store has performed since opening, and it has quickly become a must-visit destination for its target audience, even before any kind of strong promotional activity.

“We’re particularly pleased with customer reaction to the store and its team. Whilst we are clear that this store is currently in the early phase of its trial, we have been delighted with customer reaction.

“Dixons is not only trialling Black as a concept store, but we are also trialling systems and ideas that we know we will be able to transfer into our mainstream portfolio.”

He added that Dixons Retail wants to ensure that the concept is “spot-on” before entertaining the idea of rolling out similar stores across the UK.

Published on Thursday 30 December by Editorial Assistant

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