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Jaycar Expands “Experiential Retail” Concept

Specialist and hobby electronics retailer Jaycar is expanding its physical footprint, with a new “experiential retail” concept store in Sydney’s centre.

The Central Park Mall store in Chippendale is visually reminiscent of Dick Smith’s ill-fated Move concept stores, which attempted to bring new customers into the brand with a mix of fashion-focused electronics and accessories, shortly before the group fell into administration.

Jaycar is now attempting to diversify its brand with the new concept store, which will stock over 7,000 products in its more than 420sqm space, but is focusing on ‘experiences’ rather than aesthetics.

The usual Jaycar fare of cables and connectors will be in stock, but customers will also be able to hire equipment, attend workshops, and work on projects at benches in the store’s Maker Space.

The in-store workspace could prove a hit with engineering and computing students at nearby universities including UTS and The University of Sydney.

Jaycar Chief Marketing Officer Jarrod Carroll told TechGuide the store is about “inspiring people through the endless possibilities of technology”.

The concept store also features a different layout to most Jaycar stores, designed to make it easier for shoppers to find what they’re looking for.

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