Centrepoint, part of the Dubai-based Landmark Group’s large format concept, has opened its re-designed concept format at Doha Festival City. Spanning 58,092 sqft split on two levels – ground and first levels – making it the fourth-largest retail offering in the recently opened shopping mall.
The flagship store houses a café, kids’ entertainment area and customer-centric shopping environment, where Centrepoint has striven to enhance the digital experience at its store for the visually-driven millennials and younger families it is increasingly catering to. Interactive tablets are placed throughout the store prompt customers on star products and on-going deals in-store. There will also be free Wi-Fi in the store for customers.
Service is a key element of the new store with attention paid to the inclusion of greeters at the store front and an increase in Arab speaking assistants, alongside digital navigation consoles to guide customers to various sections of the store. Interactive iPads are available to allow Shukran card members to easily assess the status of their points, while fitting rooms are equipped with bells to provide immediate assistance to customers in identifying the right size and fit of garments. Centrepoint has identified ease of checkout as being a major factor in the in-store experience and the pilot store provides mobile POS in key areas in-store for customers to shop instantly without waiting in the queue.
“Centrepoint’s new store design is part of our vision to bring shoppers in the region the best-in-class retail experience. Our store in Doha Festival City is a step towards a format for future success and is part of a dynamic process towards increasing customer satisfaction and driving sales,” says Simon Cooper, head of Centrepoint. “Customers have responded enthusiastically to the new store format, and we anticipate successful sales results and a more satisfying customer experience from this pilot store.”
This new store format has been developed by FITCH. “We were excited by Centrepoint’s brief and are thrilled to see the new format come to life. The Centrepoint team had a clear mandate to transform the consumer experience within their stores and accelerate business success. Their forward-thinking attitude and evolution as a digitally focused brand was strategically aligned to our vision for our clients and we are proud to have been chosen to work on Centrepoint’s new store,” adds David Blair, CEO – EMEIA, FITCH.
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