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
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.