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BoConcept to launch first U.S. digital-experience store

BoConcept to launch first U.S. digital-experience store

The new location will be the first of its kind in the States, and BoConcept’s fifth worldwide.

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BoConcept, the Danish-based furniture retail franchise, has announced the upcoming opening of its first U.S. digital-experience store.

Set to be opened by multi-unit franchisees Søren and Caroline Krogh-Jensen, the new Berkeley location will welcome guests from February 11.

The new site has been developed in partnership with consumer-engagement agency The Marketing Store, and offers a hybrid in-store and digital experience that allows customers to access global case studies, consult with expert interior designers, and complete interactive quizzes to find items that perfectly suit their style preferences and needs. Further customization of items can also be completed, allowing customers to browse many more items than could fit in a single store.

“We have been evolving rapidly over the past year to meet consumer demand,” said Steen Knigge, BoConcept’s director of U.S. marketing. “When the pandemic hit, we quickly launched virtual showrooms, a personalized chat feature on our website, and other key pivots to make the shopping experience safe and easy for our customers. Now, we are taking that a step further, providing the benefits of our virtual experience to customers who want to shop in-store.

“This is our first digital-experience store in North America, and we look forward to bringing the same experience to all of our new and existing stores across the globe.”

Despite the new location introducing tech-enhancements not yet found in BoConcept stores across the U.S., Søren believes the success of this new site will still depend on providing superior customer experiences.

“Every successful store puts people first,” Søren said. “It doesn’t matter where you are in the world, with retail, you have to be dedicated to providing the best possible experience for every single customer who enters your store.”

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