When Westfield Newmarket opened, telecommunications company Spark took the opportunity to launch a new concept store which prioritised innovative technology and an immersive retail experience.
Launched on Saturday, the store offers experiences beyond just purchasing a new broadband plan or mobile phone. Consumer channels lead Chris Fletcher says Spark was inspired by high-tech concept stores such as New York’s Nike store.
“With the rise of online shopping, retail stores have had to adapt to offer experiences customers can’t get online. Our customers can and do purchase products online, but they come in because they want advice on how to navigate their way through a range of technologies and digital choices, they want to touch and feel the options and they want to learn how to best incorporate them into their lives,” he said. “We have designed our new store and its features around these insights.”
Spark has created dedicated spaces at the rear of the store where customers can enjoy ‘upskill demos’. These educational sessions and presentations cover information such as how to ensure a seamless streaming experience on the Spark Sport app, how to get the most out of their favourite devices and how to protect their devices on their home network from being hacked.