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The 50sq m “˜Add’ store at Gatwick North has been designed to supplement the existing Dixons Travel store |
UK. Consumer technology specialist Dixons Travel has opened two new outlets at East Midlands and Gatwick North airports. Designed by Dixons’ in-house team, both stores are new formats. The retailer said these were designed to suit customers’ needs and accommodate specific requirements at each airport.
At Gatwick North, a new 50sq m “˜Add’ store has been designed to supplement the existing Dixons Travel store. The Add store is located in the main concourse and is Dixons’ first “˜pop-up style’ store.
With mobile play-tables designed to be stored safely at night, the area has been designed with a warm colour palette and targets a more female demographic than traditional electronics outlets, Dixons said. It features products such as headphones, tablets and SLR cameras, with the play-tables allowing customers to try before buying.
In its first few days of trading, the “˜Add’ store has driven sales at the location up +30%, claimed Dixons. Gatwick North is the fifth airport “˜Add’ store with others already open at Heathrow, Stansted, Manchester and Copenhagen.
At East Midlands, the Dixons design team have created a new 40sq m Dixons Travel concept. Located in a high traffic walkway, it is said to maximise space with a wall to display products and two play-tables, and encourages customers to interact with products before they purchase. Key lines stocked include headphones (including Dr Dre, Senheiser and Bose), Apple products including iPads and Macs, tablets, compact and DSLR cameras, as well as travel accessories plus the latest travel speakers.
Dixons Travel Managing Director Jean Charretteur said: “With our experienced in-house Design Team, and our successful network of stores across the UK and Europe, we know we can develop innovative solutions that are not just attractive for customers, but suit an airport’s specific needs too.”
