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Challenger opens new flagship at Bugis Junction

SINGAPORE — IT enthusiasts can look forward to a new retail experience when home-grown IT retailer Challenger opens its new flagship store at Bugis Junction on Saturday (April 29).

The new Challenger store. Photo: Challenger

The new Challenger store. Photo: Challenger

SINGAPORE — IT enthusiasts can look forward to a new retail experience when home-grown IT retailer Challenger opens its new flagship store at Bugis Junction on Saturday (April 29).

Featuring 15 lifestyle concept zones, the integrated retail space will take up 14,000 square feet with curated merchandise, experiential areas and engaging displays aimed at drawing shoppers in to explore and experience before making an informed purchase, said the company.

With its newest retail outlet, Challenger seeks to provide a smart, interactive shopping experience for customers. Having tested the concept on its Hachi.tech online tech marketplace, the IT retailer has channelled insights from its digital marketing efforts to design its flagship store.

For instance, members who browse for a product through the lifestyle concept pages are three times more likely to make the purchase, as compared to browsing through individual product pages, said the company in a press statement.

Shopping for tech-products will be more engaging and immersive, and concept zones include a fitness station that showcases the latest smart watches, activity trackers and accessories optimised for sports. Another concept is business solution zone where shoppers can put together high-end devices and tools for an office environment, such as data storage disks, business software, video projectors and printers.

Brands like Samsung and Razer have also teamed up with Challenger to feature their latest gaming products, while drone manufacturers, DJI and Parrot unveiled their first-ever experiential counters in Singapore.

With the opening of the flagship store, Challenger will have a total of 40 outlets in Singapore.

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