By Claire Reilly
Amidst swathes of yellow and black, Dick Smith opened its newest store in Sydney last night. Located in the CBD Westfield complex, underneath Myer and adjacent to a food court, the store location was chosen for maximum foot traffic according to the retailer's CEO Nick Abboud.
With an increased focus on computing, mobility and two new branded store-in-store concepts, there was plenty to see inside the store. RetailBiz took a look around to gain a better understanding of what the future of Dick Smith looks like. Here's what we saw when the doors opened…
Looking across the downstairs food court of Westfield in Sydney's busy Pitt Street Mall, signage points to the new store (pictured in the very rear of the photo).
The Dick Smith store is set amongst fast food outlets in the busy food court.
Inside the store.
On the immediate left next to the entrace, customers are greeted with a Samsung store-in-store space. A new concept for Dick Smith, the area is packed with tablets, computers, smartphones and accessories and is manned by one of Samsung's "Blue Shirt" customer service reps.
Sony also gets a look in with their own store-in-store space, dedicated to TV, audio and digital imaging. There is also a PS4 plinth teasing the launch of the brand's new PlayStation.
Dick Smith CEO Nick Abboud said the new management team (Dick Smith was sold to Anchorage Capital Partners by former owner Woolworths) was committed to revitalising the brand and increasing "share of voice". One example given was the promise to distribute of catalogues to six million customers every week. Here is the first for the new Sydney store.