New Dixons concept store at Gatwick

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Dixons has unveiled the first in a series of new concept stores for its travel brand, Dixons Travel, at Gatwick Airport in the South terminal. It is thought that the store will be the blueprint for future designs under the Dixons Travel brand.

Instead of using traditional POS, the new space features state-of-the art digital signage that shows off products in the store and allows customers to easily browse for more information.

The store will house 1,100 products across 1,466 square feet of space ranging from the latest technology to travel essentials. 10-inch tablet ‘look books’ will sit next to products allowing customers to gain more information on the products and associated offers quickly and in a streamlined format.

Additionally, the concept store will showcase a fitting of a KNOWHOW bar, giving customers hands-on tech advice and repairs.

Dixons Travel have also utilised digital visual merchandising tables with 32-inch rear projection ‘floating screens’ over themed areas with the aim to create a theatrical atmosphere to the overall product floor.

Jeremy Fennell, Managing Director for Dixons Travel, said: “This is the store of the future for us. We are focused on delivering a better range and store experience for Travel customers, including a focus on portable items, accessories and other flight-ready products.”

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