Toshiba sets up shop in David Jones

Toshiba Information Systems Division (ISD) and David Jones have partnered on a new instore strategy, the Toshiba Store.

Launched at the Sydney city David Jones store last week, the store-within-a-store retail environment will showcase examples of Toshiba’s product range, including notebooks, PDAs and personal storage products, being used in conjunction with wireless Internet access, printing and home networking.

Toshiba's marketing manager of emerging products, Matt Codrington, said the initiative was an extension of Toshiba’s current retail strategy. He said the current challenge vendors and resellers faced was in educating consumers about what evolving convergence technology could do for them.

“Customers need to be educated and that’s very hard to do in a brochure,” Codrington said. “It’s absolutely necessary for consumers to touch, feel and experience the products. They need to know they can now build their own environments.”

He said mass merchants, in particular, had the ability to showcase product very well and the retail environment would ensure consumers were making the right decision.

Codrington said the new strategy was initiated by David Jones, but Toshiba was more than happy to participate as it offered the chance to promote its dedicated consumer product suite.

Market figures also supported Toshiba’s approach, Codrington said, as notebooks sales were expected to eclipse PC sales this year. He said this was a clear indication that the convergence trend would not be revolving around the PC. “Customers who purchased a desktop a few years back are now looking at notebooks as their replacement,” he said. “The gap between notebook and PC performance has shrunk and now they’re rivalling PCs for power in many bench tests.”

Codrington said the David Jones and Toshiba collaboration would expand, but had no further details on where and when.

Toshiba would look to refine the stores over time and to expand at least to state-based coverage, he said.

The new strategy would not draw sales away from Toshiba’s IT reseller base which, he said, would still be in a position to provide a full value-added service.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?