As a business owner, I feel this is the very minimum we should be doing. With so much supporting data in the public domain, which is backed up by ongoing research from companies such as m1ndset, that clearly states consumers will, the majority of the time, opt for an ‘eco’ option if it’s presented to them. And in some cases, would also drive impulse sales too.
However, in terms of tech offerings within TR, most of the time consumers are still only seeing what I would call the ‘traditional’ or ‘legacy’ brands that have sat in TR for many years and served their purpose well. But times change. Consumers just aren’t being given enough of a choice when it comes to ‘sustainable’ and more ‘eco- friendly’ tech & gadgets.
PM:What more can the industry do to enhance the growth of your category? Do you see a re-imagining of its presentation in-store, for example?
HP: I think the category should take a look at what the InMotion stores are doing very well right now. They’ve re-imagined the consumers tech store experience, bringing in a little more theatre, with strong, clean product presentation which ultimately will drive a positive customer experience, and sales.
PM: So, one final question, Hoj. if there were two things you wanted to say to the industry that would create an incremental income stream from the category, what would they be in your opinion?
HP: To encourage incremental sales, retailers could look at the use of more screens which show the products in action. ‘Live’ in-person demos, allowing consumers to touch, feel and use the products, could also help. Niche pop-up stores tend to work well in other categories, so the potential is also there for the tech category – potentially built around a ‘Tech Week’ promotion period.