Carphone Warehouse has launched a new trial format, kicking off with two fresh stores in Stratford and Swindon.

The new format has been designed to give the Dixons Carphone-owned phone specialist more flexibility, enabling it to update fixtures and fittings when necessary.

This means it can accommodate more change – quickly adding a range of handsets or display new technologies such as VR, for example. 

The retailer has also made significant changes to its space allocation in-store.

It has given more prominence to accessories, which it said has been going “from strength to strength”, and has switched-up and expanded a number of its ranges.

‘Head-turner’

Carphone Warehouse Stratford Mall branch manager Rizwan Ali said: “The new accessories bay is a real head-turner and we’ve seen a 150% increase in headphone sales this weekend alone. 

“With more space in-store, customers can move around freely, trying out the products on offer and chatting with our in-store experts in the new demo area.”

Both Carphone Warehouse stores have improved consultation areas for customers and staff, with revamped ‘Geek Squad’ service and repair centres.

The retailer is also trialling same-day repairs for issues such as cracked screens at its new Swindon store, and hopes to introduce this to the Stratford store in the next few months.

Carphone Warehouse expects to open more of the new-concept stores next year as part of its investment in rejuvenating its store estate. 

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