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Good Guys Adds Digital Media Emphasis

13 Dec, 2001 By: Hive News

Electronics retailer Good Guys today unveiled its completely redesigned Beverly location, emphasizing the role entertainment electronics play in everyday life. The store will serve as a prototype for future remodels and in-market expansion.

"This new design emphasizes Good Guys' distinctive selection of the latest digital and high-tech products and plays to the strength of our product specialists, who are trained to help customers make educated purchasing decisions by presenting, demonstrating and recommending the products that best fit their needs," says Cathy A. Stauffer, e.v.p. of merchandising and advertising, Good Guys. "We look forward to evolving this innovative approach to provide a unique and engaging shopping experience for our customers and to further differentiate Good Guys in the marketplace."

A centerpiece in the new concept is eight touch-screen kiosks and three gaming modules that demonstrate the Sony PlayStation and Nintendo GameCube platforms, the chain is testing at the store near Beverly Center in Los Angeles. The kiosks offer in-depth information on the chain's products, allowing customers to compare products and better understand their unique features.

The new concept d?cor is built around theme-based lifestyle imagery, original fixture designs and interactive displays that create individual product and category identities and encourage customers to linger and explore the entire store.

"Good Guys Beverly represents a dramatic departure from traditional retail merchandising for consumer electronics," says Stauffer, who adds Good Guys hopes to simplify the shopping experience "by making products more inviting to customers and easier to understand through high-impact graphics, detailed product information and interactive displays in an open, sales-assisted environment."

The new store design was developed in conjunction with WinnTech Digital Systems, Inc., a premier supplier of design solutions, interactivity, hardware and fixtures to consumer electronics retailers and manufacturers of high-end audio products.

Founded in 1973, Good Guys operates 79 stores in California, Nevada, Oregon and Washington.

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