Photographic retailer Jessops has this week started welcoming customers to its new Centre of Excellence store in Manchester, part of the company’s strategy to provide a more modern and interactive retail environment.
Boasting a new spacious layout and areas in which customers can test cameras and accessories, the store in the city’s Market Street is the second one of this format to open following the arrival of Jessops in Birmingham earlier this year.
Both of these concept stores have staff on hand to demonstrate the products available, while customers can place their bags and coats in designated cloakroom areas to make trialling the electrical equipment more convenient.
Trevor Moore, CEO of Jessops UK, commented: “This new store will provide the next level of interactivity, not only can customers touch and feel the cameras, we can now demonstrate the key new features and compare the performance of comparative cameras.
“Once customers see how dedicated we are to photography and the level of service we are providing it will give them the confidence to make that all important purchase.”
The new in-store philosophy adopted by Jessops follows the lead of other electricals specialists such as Dixons Retail and O2 Retail, which have put a lot of focus on improving customer interaction within their network of stores.
Over the last 18 months O2 Retail has established the ‘Guru’ job role to provide practical advice to shoppers looking to buy mobile phones, and the company has recently increased its marketing of this service through TV and in-store campaigns.
Meanwhile Dixons introduced its technical support service KnowHow last year as part of its Transformation & Renewal programme and as a replacement for the much maligned TechGuys.
It is clear that in a fast-changing technological world retailers selling the most up-to-date equipment must ensure they are providing as much customer guidance as possible in order to secure as many sales as they can.