The first zone opened in Dixons' new-format XL concept store in Cardiff two weeks ago. It is the first time the broadcaster has sought to raise its profile within stores beyond providing the usual printed promotional material and displaying the set-top box.
The 'shop within a shop' was designed by Coutts Retail Communications in answer to a brief from Sky to create an area where consumers could fully experience the Sky offering. Coutts design director Matt Pickering said the design team used "interactive technology and retail theatre" to bring the brand to life.
He added: "Of course the Digibox and handset would still be a key part of the scheme, but we felt that a more immediate and maybe less intimidating way of exploring the Sky offering would be useful."
The zone provides a tall free-standing unit incorporating four LCD touchscreen panels at eye level. These will guide consumers through all the different channels and services and subscription package options available on Sky Digital. There is also a seating area close to the unit where people can play with a live Sky Digital feed on a 50-inch plasma screen.Trained Sky salespeople are on hand to answer questions.
Sky spokeswoman Gabby Bennett said sales of Sky Digital packages had increased since the zone opened, compared with a similar trading period in other stores. If the concept is successful, it will be rolled out to other Dixons stores throughout the UK.
BSkyB's latest annual results, to the end of June, recorded turnover up by 20% to £2.77bn, helped by the addition of 648,000 subscribers.
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