Competition in the consumer goods and electronics market is stepping up, and the GoMobile network has chosen Petah Tikva as the destination point for launching its new strategic move. The new branch, which opened in the B-Center complex at 30 Ben Zion Galis Street in the Segula industrial zone, is not just another sales point in the nationwide network, but an attempt to create a retail model different from what has been customary in the network until now. The place is designed to provide a broader response to the Israeli consumer, who is looking for a concentration of shopping solutions in one place, while combining the classic technology worlds with leisure and family products.
According to the network’s announcement, the goal is to make the store more accessible and family-friendly for diverse audiences, without giving up the competitive pricing policy that characterizes the brand, which includes the familiar option to choose between official import and parallel import, allowing economic flexibility for buyers.
The most significant change brought by the branch in Segula is the expansion of categories. Customers who arrive at the location will of course find the network’s core products – smartphones from all leading brands, tablets, computers and complementary accessories – but alongside them there will be shelves dedicated to lifestyle worlds. Among other things, the branch offers Lego and assembly games for children, vacuum cleaners, home electrical appliances and even a perfume department. This combination is intended to attract customers who did not necessarily come to upgrade their mobile device, but to make complementary purchases for the home or family, thereby increasing foot traffic in the store and the average shopping basket. To mark the launch period, the branch will run exclusive promotions on a variety of products until mid-May, or until the inventory at the new sales point runs out.
Beyond the commercial aspect, the network has placed significant emphasis on accessibility, out of a desire to provide an equal shopping experience. The new branch has been fully adapted for people with disabilities, including the arrangement of designated disabled parking spaces in the complex, installation of an induction loop to assist the hearing impaired, placement of an accessibility chair and convenient access via an adapted threshold. Moshe Shutzberg, CEO of the GoMobile network, explained that the move is part of a broader vision to upgrade the customer experience. According to him, the move into the lifestyle and family worlds stems from the understanding that the modern consumer is looking for convenience and comprehensive solutions under one roof. The branch will operate throughout the week, including Fridays and holiday eves, while during the evening and night hours of Saturday night it will remain closed.