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Digital Inc. – a new Synaxon AG franchise system

Having completed a successful one-year test phase in Vienna, the Digital Inc. franchise system is due to be launched in 2006. Synaxon AG, the future franchisor, has announced that the new store concept for digital lifestyle products has proved to be a success. The aim is now to establish it on the European market as a franchise system.

Bielefeld-based Synaxon AG, which is also franchisor of the PC-Spezialist system, is, it says, Europe’s largest IT group. The Digital Inc. shops shall be selling products from the areas of computers & modding, notebooks & mobile offices, home entertainment & digital home, mobility & communication. The customers shall not only be able to look at the equipment in the shops but shall also be given the opportunity to try them out. In addition to this, the stores shall be providing installation and repair services for their customers.

According to Hendrik Schütte, expansion manager, the path to this success was not always an easy one, “We tried out several different aspects within marketing and had to correct mistakes in the store’s set-up and change some of the products.” The Digital Inc. branch now has a high percentage of regular customers and is able to keep up with its competitors with its pricing policy. The plan is for a second store to be set up in the centre of Vienna at the end of 2006/beginning of 2007 and then to open the first stores in Germany. Hendrik Schütte said that the company already had 15 potential managing directors interested in a franchise licence.

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