ECONOMY

Germanos aims for innovation

Germanos, the battery and mobile telephony accessory retailer, is hoping that a hands-on approach to its products will encourage consumers to buy more and at the same time set it apart as an innovator in the retail business. Announcing the launch of the new marketing project aptly named Flagship yesterday, General Manager Dimitris Lolis said customers will be able to test out a combination of products and services at Germanos outlets, familiarizing them with new technology. «Our goal is to establish a reputation for innovation. It is also part of our strategy of offering value-added services to customers,» he said. The new approach allows customers to try out multimedia messaging systems, send e-mail via a mobile telephone to a computer, print out pictures captured on video-phones, listen to music from Sony’s latest computer game gadget PlayStation 2 and record it onto a minidisc, and test out a computer-linked camera, among others. The pilot project has been implemented in 12 stores in the major cities countrywide at a cost of 15,000 euros per outlet. The network is expected to increase to 40 by the end of the year. «We aim to launch the marketing project in flagship stores in Poland, Bulgaria, Cyprus, Romania and FYROM by the end of September,» Lolis told Kathimerini English Edition. The retailer has operations in the five countries. Germanos, which celebrates 23 years in business and 10 years in the mobile telephony sector this year, eventually hopes to get mobile telephony manufacturers and electronic product makers to sign up for the project. «This would be a good way for them to promote their products,» said Lolis.