'Experiential' store opens in Durban

This store is its largest yet (30% bigger at 1 600 sq/m trading area than those in Centurion and Fourways) and the most sophisticated. The product range – aimed at the upper end of the already burgeoning KwaZulu-Natal consumer electronics market – is way above those of competitors and between 15 and 20% larger than its sibling stores'.

Greg Hirsch, the company's general manager, is confident that the new electronics retail concept will be well received and expects a good reaction from a market that has been grossly under serviced when it comes to back up service, installations and repairs.

Since its first store opening in 2006, the company has perfected its one stop “experiential” shopping experience. At Gateway, in-store product and pricing information is enhanced with tips, guidance and information. Plasma screens offer as-you-shop information. There will be no more waiting for glass cabinets to be unlocked. Products come on retractable devices enabling customers to pick them up, play with GPS, take pictures … but not “walk away”.

When a customer picks up a cellphone, a 19-inch screen immediately shows the deal on that specific handset. A ceiling over the television display area creates a mini cinema effect. Sound areas provide a “living room” scenario where customers can relax and enjoy music and movies with surround sound.

However, the most memorable aspect is the smart home / connected home environment. The intention is to walk shoppers through an in-store kitchen, living room, study and bedroom so they can experience how they can be interconnected via wireless technology. Instead of simply being presented with a list of technical devices, consumers are shown how, with wall speakers and touch pads; they can access their music or movies in any room in the house via the home theatre system in the living room.

Full time, trained staff as well as the company's legendary “Propeller Heads” - a highly trained, techno savvy group of three (two based in store and one on the road) are on hand. They not only do house calls and quote, but install equipment, show customers how to use it and advise on upgrades and repairs.

The retailing concept also takes the hands-on experience from customer to staff and back again. Training extends to employees' taking home “live” products so they can become more familiar with them overnight. Management believes they need to “play with a product to learn it.”

The strategy is to establish the brand in major centres with five new stores operating by 2008 and another five opening their doors by 2010. Store openings are scheduled for the Western Cape and Gauteng within months.