New Challenger flagship features concept zones

The new Challenger flagship store opening at Bugis Junction Basement 1 tomorrow features 15 concept zones.

Formulated from purchasing data analytics from the IT company’s online shopping site Hachi.tech, the approach involves Challenger regrouping and curating its products along lifestyle lines rather than product categories or brands.

PC Go Concept Zone

PC Go concept zone

Intelligent Living Concept Zone

Intelligent Living concept zone

Parrot experiential counter

Parrot experiential counter

CEO Loo Leong Thye says that when planning the flagship, the company channelled the consumer insights gleaned from its e-commerce site in order to maximise the 14,000 sqft (1300 sqm) space. “We continuously strive to improve our omni-channel retail approach, and this is an example of how online learnings can be translated offline to engage shoppers meaningfully.”

For a more immersive shopping experience, as well as curated merchandise the integrated retail space includes experiential areas and displays. The concept zones include…

Intelligent Living: smart devices such as routers, security cameras, smart lighting and home appliances.

Fitness Station: Smartwatches, activity trackers and sports accessories.

Biz Solutions: Higher-end devices and tools for smart-working environments, including data storage, business software, video projectors and printers.

PC Go: Notebooks, desktops, monitors and other workhorse devices.

Highlights of the store include the first-ever experiential counters in Singapore for drone manufacturers DJI and Parrot, a special zone for Razer gaming products, and Samsung’s Galaxy Plus VRcade, a virtual-reality gaming arcade.

To mark the opening, there will be promotions and special deals this weekend for the company’s more than 500,000 ValueClub members.

Incorporated in 1984, Challenger Technologies runs the Challenger chain and Hachi.tech. It also owns InCall System, which provides extended product warranties as well as a call centre and IT repair services.

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