Retailing Supernova: Dick Smith's new PowerHouse

Although Dick Smith Electronics has more than 100 stores throughout Australia, the retailer has, until now, foregone the superstore concept. However, that's all changed with the introduction of the PowerHouse, a 2,000-square-metre superstore located in Bankstown.

Dick Smith Electronics managing director Jeff Grover told Australian Reseller News the store is divided into five areas of specialty: communications, computers, electronics, entertainment and music. "The idea is that all of these areas are converging and in a lot of instances one item could logically exist in more than one area - if not all of them," he said. Additionally, the PowerHouse, which carries more than 20,000 products, includes a play area for children, an Internet bar, a Telstra kiosk, a Ham radio shack and an on-site technical service centre, Grover said.

Providing customers with a hands-on shopping experience is a big part of the PowerHouse concept, Grover says. "The store includes a fully functioning home office setting where computers, printers and fax machines are on hand for customers to try before they buy," he said. "There is also a home theatre demonstration area where customers can compare any combination of stereo or television equipment."

So why Bankstown? "We researched the demographics and infrastructure of a number of areas and found that Bankstown provides a wide cross-section of customers, is centrally located and is accessible by a number of routes," Grover said. "Space was also a consideration. The PowerHouse is six to eight times larger than the average Dick Smith store, so it's quite different to just opening a shopfront somewhere."

Sponsored Content: Collaboration has become the new movement in IT. Servers will become an integral part of this industry transition. Click here to learn more.

Join the ARN newsletter!

Error: Please check your email address.

More about Dick Smith ElectronicsTelstra Corporation

ARN Directory | Distributors relevant to this article

 

Latest News

10:47AM
Outlook app for Android and iOS boosts Microsoft's mobile comeback
10:43AM
MIT randomizes tasks to speed massive multicore processors
10:35AM
NEC aims at Big Data 'sweet spot' with new SAP Hana tool
07:17AM
BMW cars found vulnerable in Connected Drive hack
More News
23 Feb
Live Streaming Technology
05 May
CeBIT Australia 2015
27 May
World Business Forum Sydney
View all events