Reinventing the ‘phone shop’
Most mobile phone stores are designed to be purely functional spaces. O2 wanted to change that. They needed us to create a vision for the stores that helped them stand out from the crowd and excite and inspire visitors. The brand wanted to be famous for its service, creating a seamless O2 brand journey no matter where the customer is.
We defined a vision for how O2 could inspire and help its customers, as well as building a sustainable and adaptable retail model that could generate new forms of revenue and customer engagement.
Key insight: Customers doesn’t want to, or need to, visit ‘a mobile phone store’ so we need to create a new model, and not stylise an old one.
The retail experience vision ‘Home of connections’ was an idea that O2 could be an inspirational hub for new technologies, brand partnerships, community events (particularly music, as launching in Manchester) and helpful, friendly service.
The retail concept was brought to life with helpful and engaging zonal, service, communications and digital ideas that reimagined the nature of telecoms retail, inviting customers – whatever their network – to use the store in a way that suits them. Whether working remotely at the large community table with a complimentary coffee, discovering the latest local music events or taking a workshop with an O2 guru, it’s a relaxed, flexible and social hub.
Strategic shift: From phone shop that’s differentiated by brand image, to a brand home differentiated by experience
A flexible zone at the front of the store allows for brand and product takeovers, providing regular new content and inspiration.
At the heart of the store is a large community table, with projected messages that encourage customers to explore and enjoy the space.
There are many ways to use the space – working remotely at the community table, hearing about the latest music offers, charging a phone or taking a workshop with an O2 guru.
“ We’re re-writing the rule book and creating a new kind of mobile phone shop to help us serve our customers better.” Bridget Lea, GM of Stores
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