New Disney store outperfoms

Disney says its new Lakeside concept store is already performing ahead of expectations.
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A similarly designed store is now scheduled to roll out across the rest of the company's estate beginning with Manchester's Arndale store.

Joanne Webb, marketing director of The Disney Store, said: ”Lakeside is doing very well and is performing better than elsewhere. And the initial research has shown it to have absolutely changed the perceptions of the Disney Store with 85 per cent of customers saying it has been improved and we're thrilled at that.”

Although she says the quantitative results that will show how it has affected profitability have yet to be fully analysed Webb says it “looks good and we will roll out other variations within Europe”.

“It's not possible to put everything into the smaller stores,” she explained.

What is likely to be included is the centrepiece of the new concept - the 'Heart of Disney' - a central column that has a wraparound 360 degree screen at the top which shows footage of Disney films.

The open design of the Lakeside store is also likely be rolled out elsewhere as Webb says it is a much better environment for children to run around while still being in full view of their parents.

The Lakeside store also has a 'photo opportunity' that enables children to have their photographs taken with 3D characters in-store that will be changed periodically. This has initially begun with a life sized model of the Jack Sparrow character from Pirates of the Caribbean. There are also a number of plasma screens located throughout the store.

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