New York — DataVision is moving its flagship store from midtown Manhattan to a new location in the Flatiron District, a prime shopping area on West 23rd Street, officially on Wednesday, July 23.
Calling the new location the nation’s first “fully connected” store, CEO Jimmy Garson told TWICE that after 21 years at 39th Street with a 20,000-square-foot store near the New York Public Library, DataVision moved to a 5,000-square-foot store at 50 West 23rd Street between Fifth and Sixth Avenues due to the location and the way CE retailing has changed in the past few years.
DataVision’s neighbors near Madison Square Park include Eataly, the food and restaurant emporium of all things Italian, and a soon-to-be-opened Lego store at 200 Fifth Avenue, in addition to P.C. Richard & Son across the street and Best Buy around the corner on Sixth Avenue.
“We like the location, and we like the competition,” Garson said, explaining customers can browse and buy more than 150,000 products using touchscreens installed around the store.
“The new touchscreens will give customers the opportunity to find out about products with more of a hands-on approach,” Garson said. For instance, in computers, customers can experiment and take a look at different types of configurations.
The grand opening of the DataVision flagship will be followed on Sept. 1 with the debut of a completely new and rebranded DataVision online store at DataVision.com that will offer free, same-day delivery in New York City of more than 40,000 products, in-store pickup for online orders, and a customer rewards and a loyalty program.
Free, same-day delivery is available to New York City customers who buy a product by 2 p.m. Eastern, if a product is in the Long Island City, N.Y., warehouse, or if they buy a product online by 5 p.m. that is in stock at the new store.
Garson said the new site will show “which products for New York City customers will be available for same-day, free delivery.” If successful, with help from distributors, DataVision may expand the option on its site to key markets nationwide.
The new flagship store will also offer consumers same-day service on most repairs and upgrades. DataVision, which has been recognized for top customer service by New York Magazine’s Best of New York issue and Zagat’s, will also offer same-day service on most computer repairs and upgrades, as well as in-home and in-office installation and repairs.
Garson said that service, “is huge in this marketplace and give us an edge” vs. larger competitors, such as his new neighbors.
When asked about the new, smaller store vs. the previous location, he noted, “It has given us an opportunity to tighten up our displays and focus on specific brands, in accessories such as Griffin, Belkin, Twelvesouth,” among others. “We don’t have to be a ‘warehouse’ anymore.”
For instance, in its TV area, DataVision is focusing on Samsung, Sharp and Sony, showing 20 SKUs including a selection of Ultra HD sets. More are planned for fourth quarter, when more models of the new format become available.
The new store will also have video displays showing product demos.
Other highlights of the store include:
* a major selection of Apple hardware and accessories;
* a Samsung Galaxy showroom;
* a headphone listening station featuring such brand names as Beats by Dre, House of Marley and Sennheiser;
* what DataVision called “the country’s first Intel 2-in-1 Zone,” where customers can explore two-one tablets and Ultrabooks;
* a Sonos wireless home experience center;
* a complimentary phone-charging station by Griffin where customers can recharge while shopping; and
* an Ooma calling station where customers can call anywhere in the world for free.
In all, there will be more than 100 notebooks, 36 TVs and 60 tablets on display for “customers to test-drive,” the retailer said, and products from other top brands including Dyson, HP, Lenovo, Asus and Acer.
To celebrate the grand opening, DataVision will be hosting a series of events during its opening week with music and sports figures and offering door-buster deals in all local daily newspapers.