A global trend is seeing retail shops evolve. The experiential model is becoming vogue as e-commerce starts to put traditional retailers out of business.
The new model allows customers the ability to invest in experiences rather than in products. The store is designed in a way in which customers can enjoy the product and reimagine how it would work if purchased, rather than just looking at it on the shelf.
Tusker Mattresses (Tuskys) is not being left behind in this worldwide wave. The firm is investing more than Ksh200 million in the development of ‘shop in shop’ electronics stores at Tuskys Hypermarket outlets in Nairobi, Mombasa and Kisumu.
The local retailer says it has moved to enhance its service offering with the launch of a dedicated consumer electronics’ departmental store this weekend. The store will feature an experiential platform that according to Tuskys allows customers to reimagine their household electronics shopping experience.
Tuskys CEO Dan Githua said the multi-brand electronics department stores are the future of electronics sales. “As part of the Tuskys Business Development strategy, we are responding to a consumer demand for immersive electronics stores that allow them to experience the products at their optimum performance.”
Brands expected in the Tuskys experiental stores are Samsung Consumer Electronics, Sony Electronics, Beko Electronics, Moulinex, ELBA, LG and Ramtons among others.
“At the Tuskys Multi-Brand departmental stores, consumers will be interacting and experiencing the products ranging from OLED display TVs, Hi-fi’s, Cookers, Refrigerators among others allowing them to make informed purchase decisions,” Githua said.
The Tuskys Multi-Brand departmental stores will also feature a beauty section catering for beauty and grooming related appliances alongside a mini Apple Store operated by the local Apple Products dealer.
The first Tuskys Multi-Brand Electronics Departmental store will be launched at Tuskys T-Mall, Nairobi.
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