New electronic kiosk stores for Norway

Shopping centres have been growing in popularity in Scandinavia, prompting DSG International to introduce a new format of electronic outlet to the region. The company, which owns UK companies PC World and Currys, started trials for the concept last month, reports the Independent.

So far DSG has opened three small stores in and around Oslo. All the stores are between 30 and 50 square metres and operate as kiosks from within an existing shopping complex.

These pilot outlets currently sell small electrical items and accessories such as mobile phones and MP3 players. Customers can not only purchase digital cameras at the outlets, but can also print their digital photos.

In 2002, DSG acquired Elkjop, Scandinavia’s leading electrical retail store, and now operates 270 stores across the region. These stores are somewhat larger than the newer ‘kiosk’ stores and generally operate in retail parks outside city centres.

If the smaller kiosks are successful, DSG plans to roll out the concept across Norway, bringing the Elkjop brand into shopping centres.

Norway, with its long winters, has embraced the shopping centre as a place to spend time, browse and make purchases. According to Pål Vedal, DSGi’s Nordic sales director, research suggests that shopping centres appeal to women, youths and older people, a market Elkjop has been missing out on by sticking with its retail park locations.

Although smaller than the Elkjop shop, Mr. Vedal said that the new kiosk stores would nevertheless offer more variety than many mobile phone stores which offer only one operator. The stores will carry 120 different handsets and 60 different MP3 players.