Bing Lee CEO, Lionel Lee and mum, Yenda Lee have officially opened the latest Bing Lee store at Macquarie Centre in Sydney’s north-west with a ribbon-cutting ceremony attended by Bing Lee head office staff and Macquarie store sales staff.

The Macquarie Centre store features the largest screen installed in a retail store in the Southern Hemisphere at 10.5 metres by 3.8 metres in size.

The store measures approximately 800 square metres with a warehouse and Click & Collect services available from the shopping centre car park. It showcases hero products from categories including cooking, refrigeration, laundry, TVs, floorcare, heating, cooling, small appliances, mobile computing, and technology accessories.

Bing Lee merchandise and marketing director, Sam Zalin said, “Given the demographics of the area and the fact that we want to appeal to a younger audience, we had to make this store more exciting and engaging. We want to give customers a reason to visit our showroom and had to differentiate ourselves through experience and service.

“We have framed the entranceway with the large screen, wooden finishes and lighting on the ceiling, as well as showcase zones that highlight key brands in key categories that will rotate every three to six months.”

Bing Lee Macquarie features the largest screen installed in a retail store in the Southern Hemisphere.

“There is a cooking, refrigeration and laundry area with major brands including Miele, Fisher & Paykel, Smeg, Bosch, Asko, Electrolux, Omega and Neff. The displays are linked together, which is a new concept for us, and all displays have glass in the middle to improve lines of sight. We have placed the refrigerators along the border of the space for a clean look and in the laundry display, all shelves are removable so we can use stacking kits to demonstrate how a product can work in a customers’ home.  We wanted the space to feel comfortable and welcoming.

“The walkways and point of sale displays are defined by separate floor coverings to determine where the product is located and to help you navigate around the store.

“We wanted mobile computing at the front of the store to engage younger audiences. We placed TVs on the back wall of the store for high impact, and to capture customers’ attention from the front of the store as they walk in.

“Although there are fixed locations with desktops, all staff are fully mobile and can sell via mobile POS or on a laptop for customer convenience.”

Commenting on the store, Bing Lee general manager, Peter Harris said, “This shop has been designed to be both a flagship and a concept shop for Bing Lee. We will use this to test and learn from our team and customers what works well and then utilise those learnings throughout the Bing Lee network.

“We believe we have created a destination that people will enjoy immersing themselves in, taking time to experience the fantastic products and brands we offer in a leisurely fashion.”

Bing Lee head of retail, Chris Murphy added, “For me, this store offers what I call a slow and specialised experience – a relaxed environment that allows customers to take their time in making their product selection. The store is also designed to embrace and hero new products.”