Plug-ins ElectroniX opens new outlet

Plug-ins ElectroniX, formerly known as Plug-ins, has opened a new store at Al Ghurair City, forming part of a strategic expansion in the UAE.

The new opening complements the flagship store at Deira City Centre, and those at Sahara Centre and Marina Mall Abu Dhabi.

"Plug-Ins ElectroniX is an innovative retail concept that has redefined retailing in the electronics market in the UAE. The Al Futtaim Group was early to recognise that retailers could no longer rely purely on customer loyalty to a brand or its price positioning," said Scott McKay, general manager (Plug-ins).

"A new and different approach to the market was required, and that led to the creation of Plug-Ins and later Plug-ins ElectroniX."

The chain recorded turnover growth of 30.4 per cent last year. "The trend in the first quarter of this year continues to be encouraging. This is a clear vindication of our strategic expansion plan."

Considering that the electronics market, from a retail point of view, is saturated, Plug-ins augment their product and service offering in order to maintain a strong competitive edge in the market.

Andrew Nixon, UAE sales manager, added: "Plug-ins ElectroniX not only offers mid-market affordable consumer electronics from the market's top brands, it also prioritises in providing the best customer service and shopping experience.

"Operational products are displayed so that knowledgeable, trained staff can demonstrate and highlight different features and benefits. This has proved a winning formula and hence our further expansion plans."

The new store layout includes three Home Theatre Rooms, which give customers the chance to experience first-hand the selection of high-tech home theatre systems.

Complementing the rooms are areas dedicated to mobile phones, plasma screens, laptops and interactive points, where customers can test out the latest computers.

There is also a new concept - the 'Power Aisle' is a permanent walkway that stretches through the store and will house consumer electronics deals that will change regularly as Plug-ins negotiate new deals from leading brands.