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Dixons Travel unveils new digital concept store

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The first Dixon’s Travel ‘store of the future’ has been unveiled at Gatwick Airport.

The retailer has brought in-store digital into play at the concept store, located in the South Terminal of the airport, and which is set to be the blueprint for other stores in the Dixons Travel group of airport-based electricals stores.

Digital signage is used throughout the new store to showcase products. Travellers can find out about individual products and related offers through look books stored on tablet computers. Digital merchandising tables feature 32in rear projection floating screens over themed areas, intended to bring a sense of theatre to the product floor. The 1,466 sq ft site also features a KNOWHOW bar where customers can stop off for technical advice and repairs, while the concept does away with the traditional point-of-sale.

Jeremy Fennell, managing director, 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.”

Dixons Travel is the travel brand of the Dixons Retail Group, which also owns Currys and PC World. It also has branches in Copenhagen, Rome, Milan and Brussels.

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