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Phones 4u aims for retail leadership in wearables

James Pearce
August 26, 2014

Retailer wants to be seen as being at the forefornt of the technology as it continues to trial its Be.Smart store concept

Phones 4u says it aims to become the ‘retailer of choice’ for connected wearable tech products.

The comments were made by Phones 4u chief marketing officer Scott Hooton (pictured) last week in response to questions around Dixons Carphone’s expected impact on the retail market.

Analysts at CCS Insight predict wearable sales to reach 22 million globally this year – up 129 per cent annually – and 370 million by 2018.

Phones 4u has already reacted to the sales opportunity with the creation of its Be.Smart store within a store concept providing a dedicated area for connected products.

Be.Smart is currently being trialled in 10 Phones 4u stores based in and around the Birmingham area – with a wider roll out expected shortly.

Products available in Be.Smart stores are understood to mirror those currently found in Dixons Carphone, including connected lights, heating and plug sockets as well as smartwatches and smartbands.

“We want to have leadership of this market,” said Hooton.

“It’s important for us that Phones 4u is seen at the forefront of technology.  We’ve been at the forefront of tech since the company’s inception and it is important that we retain that. I’d like to position ourselves as the place you go to for the best advice and most appropriate range of smart tech.”

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