English electronics chain Dixons has opened a new concept store in the South terminal of London Gatwick airport. This way the chain confirms it wants to make the travel market into a valuable sales channel.
‘All-round’ shop with broad range
The new concept store has a surface of 136 square meters and offers about 1,100 products, ranging from the latest technical gadgets to favourite products for traveling.
The consumers have the option to get more information on the products via tablets placed near the products. There will also be a desk where they can get more advice. There are even shelves where they can rest their luggage while they pay for their shopping.
Travellers who arrive at Gatwick will receive a text message offering them a discount of 10 pounds when they make a purchase of 100 pounds or more at Dixons.
More and more retail at airport
The shop of Dixons is part of a thorough renovation of the departure zone of the South Terminal at Gatwick, which is worth about 21 million pound (24 million euro). By the end of the year 22 new shops will have opened. In July Sunglass Hut, jeweller Ernest Jones, Aspinal of London and clothing brands Hugo Boss, Lacoste and Kurt Geiger all opened up a new shop at Gatwick.
On 1 August Harrods opened a department store of 600 square meters with a number of shop-in-the-shops by Swarovski, Longchap, Michael Kors, Ackett and Armani Jeans.
The numbers prove it is worth to invest in the travelling customer: 93% of all visitors at an airport say they visit a shop before boarding, 80% makes a purchase. Dixons currently has 41 shops at airports. Next year there will be a new location at London Heathrow. Outside of the United Kingdom, the chain is also active in Ireland, Italy and Denmark.