Nationwide revamp for Dick Smith stores

Nationwide revamp for Dick Smith stores

An Auckland concept store in the CBD is just the beginning of a major refit for retailer Dick Smith, which has partnered with 2 Degrees and says a local partnership with Dell is a “work in progress”.

The new store format features more technology products such as computers, cameras and gaming, as well as interactive areas where customers can get hands-on with the shop’s products. Store staff are now referred to as Techxperts, short for technology experts.

Country manager James Cunnold says the company is investing in the fitout to create jobs and improve the instore experience for customers.

Over the next 18 months the Auckland, Wellington and Christchurch stores will be refitted followed by those in the provincial centres.

“We’ve got the next three [stores] lined up already, and they will be ready before Christmas. As you can imagine there is quite a bit of work that goes into these. With a network of 70 stores we’ve got to consider when leases come up and store relocations,” says Cunnold.

He adds the uniform look is being created across all the stores in Australia and New Zealand.

“In Australia they have completed 77 stores already and they’ve been getting fantastic results from their stores that have been rebranded and revamped.

“They’ve got 360 stores to do and we’ve got 70 so we’ll finish before them.”

When asked if Dick Smith New Zealand will follow the Australian business’ lead and partner with Dell, Cunnold said, “watch this space”.

“The fact that it is selling in Dick Smith Australia means we would certainly consider it for Dick Smith New Zealand. It is a work in progress.”

The company has teamed with telecommunications company 2 Degrees to sell its handsets and mobile plans. Cunnold says the company has been in negotiation with 2 Degrees for some time.

“We’re very pleased to be selling their product as it gives the customer more choice, which is a fantastic thing for them and us.”

The retailer is not looking at taking on more brands, apart from 2 Degrees, at this stage.

“There are very few [brands] that we don’t have represented in the technology space in Dick Smith,” Cunnold says.

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