Local retailer, Tusker Mattresses, has moved to enhance its service offering in the premium market category, with the scheduled launch of a dedicated consumer electronics’ departmental store this weekend.
According to Tusker Mattresses Group CEO, Dan Githua, the firm, will be investing more than Kshs 200million in the development of ‘shop in shop’ electronics stores at Tuskys Hypermarket outlets in Nairobi, Mombasa and Kisumu.
The new multi-brand departmental stores, Githua said will stock a variety of premium consumer electronic products while providing a state of the art experiential platform. The experiential platform created for the Tuskys Multi-Brand Electronics Departmental store, Githua said, allows the customers to reimagine their household electronics shopping experience.
While describing the new stores as the future of electronics sales, at the launch of the first Tuskys Multi-Brand Electronics Departmental store at Tuskys T-Mall, Nairobi, Githua said, the stores will provide a purpose designed platform for customers to interact with products from leading manufacturers. Such manufacturers include; Samsung Consumer Electronics, Sony Electronics, Beko Electronics, Moulinex, ELBA, LG, Ramtons among others.
“As part of the Tuskys Business Development strategy, we are responding to a consumer demand for immersive electronics stores that allow them to experience the products at their optimum performance,” Githua said, adding that, “At the Tuskys Multi-Brand departmental stores, consumers will be interacting and experiencing the products ranging from OLED display TVs, Hi-fi’s, Cookers, Refrigerators among others allowing them to make informed purchase decisions. This is the future of consumer electronic sales.”
The Tuskys Multi-Brand departmental stores will also feature a beauty section catering for beauty and grooming related appliances alongside a mini Apple Store operated by the local Apple Products dealer.
To celebrate the launch this weekend, Tuskys customers will enjoy double loyalty points redemption and attractive discounts of up to 50% for a range of consumer electronic products on offer.
The popular Tuskys Lipia Pole-Pole credit financing solution, will also apply for the products in stock at the Tuskys Multi-Brand departmental stores.
Earlier in the year, Tuskys, partnered with the Safaricom Sacco to assist the employees acquire high value products from the firm’s outlets countrywide.
Last year, an international report released in the US, by the Path To Purchase Institute, in collaboration with CROSSMARK, a leading sales and marketing services company, and Marketing Werks, a consumer-engagement company in the United States, revealed the increasing importance and effectiveness of the evolving field of experiential marketing.
Jim Rose, President of CROSSMARK Marketing Services, said the in-depth report — “Experiential Marketing: Can it be Localized, Personalized and Scaled Up Affordably?” confirms the importance of experiential and engagement marketing in reaching consumers and shoppers.
“Shoppers want to see, taste and try products before they buy them,” Rose said. “When marketing is localized and personalized, the impact is powerful. Experiencing a brand facilitates a greater connection and a faster path to loyalty.”