Field marketing specialist Gekko has created the sales concept for Toshiba and will be responsible for the recruitment, training and management of all sales staff. It will also handle in-store demonstrations and merchandising.
As part of the deal, Gekko will be accountable for the store achieving sales targets, while Toshiba will oversee overall management and stock and sales levels.
Stephen Beresford, Toshiba marketing communications senior manager, said: "This outlet store is our first in the UK and Gekko was the obvious choice to deliver the innovative and accountable retail approach we required.
"Gekko's understanding of our products and its experience of the technology retail environment will create a complete retail solution that will engage the target consumer, and drive sales."
The Toshiba store opened on October 29 in Liverpool's Cheshire Oaks outlet centre. It sells refurbished and discontinued products.
The store opening follows Toshiba reintroducing the famous "'Ello Tosh got a new Toshiba" strapline, which last ran 20 years ago, to promote its latest range of laptops.
The 拢3m cross-media work, which breaks this week and includes print, online and direct mail, will mark the electronic giant's 20th birthday. It features an updated version of the Blueprint man, who has evolved from a 2-D image to 3-D to reflect advances in technology.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the