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Virgin Holidays’ biggest new-look store

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V-Room store has bar with iPads and free drinks
Virgin Holidays has opened its biggest new-look store yet, a stand-alone V-Room shop in Manchester’s Trafford Centre, northern England.
The store, which has 13 staff, boasts features including an Island Bar where shoppers are offered complimentary drinks, plus a dedicated children’s area and a video wall.
Virgin says the design was inspired by airline lounges and hotel receptions. Staff will have no fixed positions and roam freely.
“We’ve done away with the boring sales desks and rigid set-up that you often see on the high street,” said Virgin Holidays’ managing director Mark Anderson. “Everything we’ve done is focused around making the environment more enjoyable and immersive for our customers, whilst still bringing that Virgin Holidays magic to the experience.”
The Island Bar has iPads that allow customers to browse holiday choices, while the children’s area shows cartoons. One wall includes a large globe with digital portals showing videos of destinations. Another area shows off Virgin Atlantic’s Upper Class and Premium Economy cabins.
“It was important for customers to feel like the store is a lounge experience, rather than your average retail experience,” sales director Lee Haslett added.
A number of other V-Room stores have opened recently in the UK, which Virgin says have helped it grow its retail sales by 16%.
TTG Digital

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