Published on October 23rd, 2013 | by The GC Team0
Liebherr’s ‘shop in shop’ concept debuts at Stellisons
Liebherr’s first ‘shop in shop’ concept has been successfully implemented at Stellisons new 32,000 sq.ft. Electrical Superstore in Ipswich, Suffolk, with the creation of an interactive and dedicated space for customers to experience the diverse collection of Liebherr’s premium models.
The move adds another touch of theatre to the independent retailer’s showroom and enables the sell-up of products with aspirational features.
Stellisons’ Ipswich store incorporates kitchens, bedrooms and living rooms with appliances fitted, so customers can experience exactly how products fit within a home environment.
Mark Bristow, MD at Liebherr, said: “Our ‘shop in shop’ concept is lucrative for the retailer and the Liebherr brand. It sells added value and features, and therefore drives up the independent retailer’s cash margin. For Liebherr, there are shared costs and promotion, whilst creating demand and a quicker route to market.”
Liebherr intends to install the branded ‘shop in shop’ concept in a number of selected retail showrooms, as it continues to support its retailer network and strengthen its brand presence in the UK.