Customers engage with technology products differently and more emotively. Dixons Retail is to trial a destination retail format that taps into this trend, offering products designed to meet people’s lifestyle 'wants'.The retail format should target the design-aware customer, the most underserved and highest value ‘technology buying’ segment, representing £5.24bn.

The trial experience will innovate across all aspects of the regular high street format, from the branding and communications toolkit, through to the service offer, product mix and merchandising – as well as in-store events and campaigns, that will form a key part of the ongoing store experience.

The store spans 15,000 sq ft over 3 floors, zoned to offer customers a greater aspirational experience:‘Collections’ is a shoppable ‘events’ area bringing together diverse and innovative products with limited editions.‘Studio Workshop’ houses Dixons Retail’s new expert service and support offer ‘KNOWHOW, offering creative ‘get the most out of your technology’ classes, and help across a range of creative and practical needs.Virtual Shop – a series of in-store kiosks positioned around the store for customers to search products, compare prices, write and read recommendations.The black and lime identity, and material palette celebrates technology with energy, vibrancy and confidence.

Research shows that customers are genuinely amazed by both store and staff and routinely describe BLACK as ‘sexy’, ‘edgy’ and ‘surprising. Word has spread so fast and so favourably about this new store in Birmingham, that on a recent recruitment evening for just a handful of new jobs, over 250 people queued round the block to work there.The BLACK store trial has informed the business of opportunities and learnings for future stores by targeting customers more closely. BLACK has shown the world a different side of Dixons Retail and has innovated the way we buy electricals.