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30.10.2019
O2 trials experimental Shop-in-Shop format

O2 has unveiled an all-new experimental store format in partnership with clothing, footwear and home retailer, NEXT plc.

The pilot, known by O2 as Shop-in-Shop, will see four new O2 stores opened within NEXT plc stores across the country, with ambitions to roll out more widely in the coming months.

Designed with convenience in mind, Shop-in-Shop will be prominently positioned within each NEXT store, on either the ground or first floor, with a view to attracting maximum footfall as shoppers browse. O2 has worked closely with NEXT plc to select each space, demonstrating the strength of the partnership between the two businesses.

The trial will initially launch in four NEXT plc stores across the UK – Warrington Gemini, Southampton Hedge End, Swindon Orbital and Nottingham Giltbrook. The first stores, in Warrington and Southampton, will open on Friday 25th October, with stores in Swindon and Nottingham to follow in November.

Shop-in-Shop signals O2's commitment to driving innovation in retail by embracing flexible store formats. Each store will be approximately 650 sq. ft. in size, offering a range of products and services in line with those of traditional O2 stores.

Source O2; viewed: 31 times.

By:
Monika Krasicka-Kulińska

By:
Adam Łukowski




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