11th July 2017
Following initial openings at Manchester White City, Bolton Middlebrook and Aintree, the larger format has been rolled out to the store at Intu Lakeside.
The latest opening has seen the original store double in size by extending into an adjacent unit.
The larger store strategy allows Bensons to display its full range, and to introduce a dedicated bedroom furniture department with a bedroom configurator service.
Specialist departments are a key element of the strategy, used to communicate the brand’s positioning as the ‘No. 1 Bed Retailer’ in the UK. Mattress testing areas include a range of mattress types, alongside the Adaptive Bed system where firmness can be adjusted digitally within a single unit.
Specific brands are also given their own areas in-store, allowing them to engage consumers with their own product information and stories.
Digital stations are installed throughout the stores, to let shoppers further explore ranges that cannot be accommodated in-store.
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