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.


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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers