The Source unveils new “tech-centric shopping experience”

The Source, which is owned by Bell, has unveiled its first “experiential-format” location at Toronto’s Yorkdale Mall.

This new store experience, which looks impressive compared to the confusion of its current stores, is part of a brand reinvention strategy and will give customers the ability to test out products in-store before they buy. The initiative has been dubbed a “tech-centric shopping experience.”

Charles Brown, The Source’s president, said of the change, “It’s all about the shopping experience. Our customers told us that they want to be able to see, try and test products, and this new format gives them the opportunity for hands-on discovery combined with the personal service and carefully curated selection of brands we’re known for. We have created a warm and comfortable environment that sets the stage to demystify technology and provides the ultimate consumer electronics retail experience.”

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This Yorkdale location is the first of many stores that will receive an overhaul, featuring “warm wood tones and neutral white transaction surfaces” that “makes the product the hero and encourages customer interaction.” The goal is to drive more customers into its locations and not at competing retailers such as Best Buy, or online players like as Amazon or eBay.

Bell purchased The Source in 2009 and at the time it had 765 locations across Canada. The retailer now has 650 locations nationwide.

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