EasyJet internet shops target bargain hunters

After months of hype, EasyJet founder Stelios Haji-Ioannou this week opened the first EasyEverything internet shop, and unveiled a link-up with kids’ retailer Toys ’R’ Us.

After months of hype, EasyJet founder Stelios Haji-Ioannou this

week opened the first EasyEverything internet shop, and unveiled a

link-up with kids’ retailer Toys ’R’ Us.

Aiming squarely at the mass market, the EasyEverything chain is billing

itself as a place to buy goods online at reduced prices.

The company claims its new Victoria outlet is the world’s largest

internet cafe, boasting 400 screens and a staff of uniformed helpers to

help first-time users.

EasyEverything is negotiating to buy sites in London’s Oxford Street,

Piccadilly Circus and High Street Kensington; totalling 2000 terminals

across the main four outlets. They will be open 24 hours a day, with the

company looking to fill 60% of seats.

Customers will be charged pounds 1 an hour for internet access, with

additional revenues coming from advertising space sold on the terminals.

EasyEverything has forged links with several companies to maximise

cross-branding opportunities.

Computer hardware is being provided by Hewlett-Packard, which is also

helping to promote the service. Nestle affiliate, Cafe Nescafe, has won

the deal to sell coffee in a specially branded section of the shop.

’We’re getting rid of the barriers to entry. Forget about internet

cafes, think of this as a shop where you can save money,’ said


In the hook-up with Toys ’R’ Us, the two retailers will open a

jointly-branded mini-internet shop in the toy giant’s Brent Cross

location. It will have eight terminals, offering free internet access

for a limited period. The retailer is hoping the move will help it push

sales of its multimedia software and accessories.

Should the trial prove a success, EasyEverything has first refusal on

plans to roll out the scheme nationwide. Toys ’R’ Us is already a free

internet service provider, which it launched in December last year in a

deal with free ISP breathe.net.

Michael Coogan, director of marketing at Toys ’R’ Us said: ’This gives

us credibility and a chance to try something we’ve been looking at for

some time. We’ve had a site for three years and e-commerce for over a

year - this gives us a chance to open the world of the internet to

customers without a PC.’

EasyEverything’s web site is at www.easyeverything.com.


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