Expert stores to introduce new service concept

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Electronics chain Expert introduces a new service concept in Denmark to separate the chain from competitors.

By paying a monthly fee, customers will get technical support together with their purchase.

Expert has lost around 300 million DKK in the Danish market for the last five years. Last year Experts Danish department had a record deficit of 161 million DKK after a large number of store closures and investments.

The first step towards a profitable business will be a new service concept that has been tested over several months, and which is now being launched in all the chain’s stores. This is told by Expert manager Jesper Holmegaard to Jyllands-Posten.

“It is a concept where the customer pays a small amount each month – from 20 to 79 DKK – for help and advice before, during and after the purchase. For example,  setting up a television in the home or preparing a computer with email, antivirus and so on. Depending on the package comes different benefits, ” says Jesper Holmegaard.

The service concept is followed by a number of store openings in small and medium towns. Expert has 28 stores across the country operated by local franchisees, and this month a store in Jyderup opens.

“Most customers are using internet to inform themselves before purchasing electronics, but they will also have local stores where they can see and feel the products and get advice from specialists. There are many players in the market, but we have a strong concept, ” he says.