Electronic goods store tries new approach to retailing.

A leading mobile phone retailer is branching out into computer, internet and electronic goods in what it bills as a completely new approach to selling convergent services and technology. Warrington-based Martin Dawes Telecommunications, which claims to be Europe’s biggest independent mobile phone service provider, has opened the first of a network of shops called ”Breathe”. Located at the Crown Point Retail Park in Leeds, Breathe’s product range also includes digital cameras, TVs, video, hi-fi and home cinema.

A leading mobile phone retailer is branching out into computer,

internet and electronic goods in what it bills as a completely new

approach to selling convergent services and technology. Warrington-based

Martin Dawes Telecommunications, which claims to be Europe’s biggest

independent mobile phone service provider, has opened the first of a

network of shops called ”Breathe”. Located at the Crown Point Retail Park

in Leeds, Breathe’s product range also includes digital cameras, TVs,

video, hi-fi and home cinema.



Its USP is Breathe’s intention to offer multimedia packages in a much more

personal and educational way than traditional electrical retailers.



This comes in response to ”extensive research” showing that most people

lack confidence in choosing and using new technology, despite being aware

of its usefulness. Breathe’s staff, or ”guides”, have been trained to

provide maximum reassurance and minimum pressure.



Breathe will also offer a ”convergent” form of billing which allows

customers to pay, for example, for their mobile phone, internet

connection, TV rental and fixed phone all in one.



A Breathe spokesman said that despite all the added-value emphasis, the

retailer should still be ”price competitive” with the likes of Dixons and

PC World.



Breathe’s shop design reflects the unusual retail approach with a ”wall of

discovery”, showcasing new products, and a 4.5m high video wall, which

mixes promotions with internet demonstrations.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message