Southern California-based retailer Video & Audio Center had its official ribbon cutting ceremony at the Westfield Century City mall on Jan. 25 with an interactive store experience.
The center is located next to the new Apple Store and incorporates wall-mounted TV displays in the Sony and Samsung areas that tier screen sizes top to bottom, smaller to larger, as well as stacked, two-stories-high wedding-cake-like presentations, reports Dealerscope.
Tom Campbell, Video & Audio Center’s corporate director/chief technologist told Dealerscope the store’s goal is to give customers “not just selection; people want to see, feel and touch the product. They want confirmation and validation – and that takes a brick-and-mortar presence. Retail is not dead – it’s evolving, and those who don’t evolve won’t survive.”
Reports Dealerscope, “The storefront itself is actually an invisible “air wall” with no doors or windows, and uses temperature-regulating technology that enables elimination of the customary glass barrier that might inhibit passersby from stepping inside to explore.”
The layout allows customers to actively try out everything from the headphones and Bluetooth speakers to personal appliances, Campbell said. “We’re taking a hybrid marketing/retail approach” to merchandising.
