COMBINING ONLINE AND PHYSICAL RETAIL
The premise of the Telia Company retail concept is to combine online and offline shopping to create a seamless experience for the customer, both in brand and fuction.
The key is to identify the best values and fuctions from each channel, both on and off-line, and use this insight to create a better experience for the customer in each channel. Our project focus was to implement this notion in the physical retail world and at the same time allow the customer to jump between channels as they please.
An online mentality
The online shopping process is well known by today's consumers. The consumer is for example used to the notion of being "logged in" to be able to get personal and relevant information and offers. We utilize this in our concept, so that we can be more relevant to our customers and offer a wider range of products and services cross the sales channels. In the new retail concept it is for example possible to see more options of a product category on a dedicated touch screen. If the physical store display only offers five color options of a product, you can see the rest on the touch screen. You can filter the products after personal preferenses, and most of the digitalized options you can receive straight away in the store from our "pick up in store" counter.
"Online shopping" is the underlaying framework for the retail concept, but we emphasise the unique values and functions that a physical retail environment can offer - such as personal meetings and tangeble experiences.
After research, workshops, interviews and data collection, we had created an exciting vision that our friends at Telia could establish internally, thus making it possible for us to move forward with the development. The mission was to digitalize the stores, drive sales online, and to connect the channels.
defining what digital retail is for Telia
converting our insights and strategy into a creative vision
Finding the digital/Scandinavian feel
We design and layout the stores based on our zone strategy. The stores are designed to answer to many diffrent scenarios and customer needs, we do not belive in one generic customer path trough the store.
regardless of size all the stores have three main zones - In the center we have service & personal meetings, then we have experince and last product. We add additional fuctionallity to that such as our "shop & pick up" counter for quicker sales and service matters.
mini, small, medium, large
Human interaction at centre
Less is much more
smooth is fast
Service solutions needs more time per customer interaction. That is a problem for all those customer that just want to buy something quickly, without the need to wait.
Now customers can choose to place an item or offer in their online basket from the store via QR-codes, or make a quick order on one of the store screens and then pay and pick it up directly in the store.