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.
The key is an intertwined online and offline approach, using the best values from both worlds.
The online flow in retail
An online flow is well known by today's consumers, when it comes to the buying process. The consumer is used to be logged in to expect personally relevant information and offers.
Online shopping is the system for retail, but we add values to be in a physical environment with personal meetings, for even better advice and trust. In Telia stores you can get your purchase at once, or we can offer the pick up solution if that´s a delivery method the customer wants. The consistent flow between physical retail and digital input makes it possible for both consumer and staff to jump between the channels without loosing the sale.
The Start
To bring a digital tech company like Telia into the future for physical retail stores we needed a bold vision for the project. Initial research, look at trends and a long term strategy for Telia as a brand and how to close the gap between the channels.
After research, workshops, interviews and data collection, we presented the vision of the journey for retail: from physical environment to driving for digital sales in focus.
workshops
We brainstorming through each process and use visualizations to see the possibilities in ideas to get a concuss around the project and to create internal anchoring and consensus for those involved.
we defined what digital retail is for Telia
A vision on the digital retail flow for the customer in every touchpoint with Telia was developed and used as a roadmap for taking the next steps in the project.
The strategic concepts
Responsibilities in digital, brand, sales and retail were used to start setting the overall strategy map for Telia to work through and set up project groups to start working on the future of retail.
converting the insights and strategy into creative visions
How can a new way of working for the staff together with new customer insights be expressed in a physical place. This phase was to explore how physical functions can create a feeling for the concept and its offering.
Finding the digital/Scandinavian feel
Experience, service and product, wrapped in a new style to respond to Telia's brand strategy implemented online. What workflow and customer journey would the new store need to respond to the digital focus we wanted to implement in stores must be designed and visualized. We wanted the atmosphere becomes light, modern and inviting. The feel is tied together with Scandinavian materials and colors. The retail channel reflects the digital feeling of Telia.
zone functions
New defined zones with specific function in the concept was layouted to be combined in a way that suits the space and purpose of each specific store.
mini, small, medium, large
Scaling the concept, zones and workflow for the staff to match the functionality in Mini-Small-Medium-Large store formats. The first prototype for the new concept started with a Small test store.
Human interaction at centre
The customer meeting is at the heart of the store and it's all built around that experience in all the sizes for the physical retail.
Less is more
Digitalisation is making the online benefits into the physical space minimizing the need to show every product IRL yet have more options without needing the shelf space. It basically means that the physical retail and online sales systems are no longer isolated, but integrated to enable customers to move seamlessly between channels. With a premium selection displayed for touch and feel, the complete range can be seen on digital touch screens.
easy and faster
Service solutions needs more time per customer interaction. That is a problem if a customer just want to buy something without the need to wait. Buy it online in the store on your phone or on the screens and pay and pick it up when you got the time or deliver it home.
personal meetings
Building every customer meeting around costumers needs. The concept includes functions that enable new ways to meet and add value to the customers lives - beyond simply selling products. People can learn new things, be inspired - or just have a coffee.
let us help you!
To minimize the waiting time in the stores we identified the need for starting up or identifying the reason for visiting the store. This is mostly the need for simple problems that you can be easy solved. By self service while waiting, the case starts earlier before overtaken by the store staff. The possibility to use the support on remote thru FaceTime video hooking up your device can also minimize the time.
Small store prototype
The small format was the first concept test store. The test was for the Design, workflow, material, digital solutions, sales and brand experience.
Connected
Every furniture and zone in the store works together in how to use them in sales and experiencing hardware and services. The zones are all connected Digital with the customer in focus.
furniture
All furniture needed to be modular and scalable not only in sizing but also in functionality. Production cost effective but still has the quality of the brand.
MINI SOLUTIONS
The retail experience is with digitalization possible to keep the concept even in very small locations. The personal meeting is a focus. With a premium selection displayed for touch and feel, the complete range can be seen on digital touch screens.
what happens
We tested the concept not only on square meters but more on functionality for sales and demonstration possibility's with different layouts and zones
communication
The need for flexibility in store communication to shift depending on location, waiting time, time of day, customized communication, campaigns etc. The communication is mainly done via digital screens to enable synchronization with campaigns in other channels.
THE design is set
The interior design and furniture are important for the function of the concept, where a big focus is on the personal meeting. The central table is a key element of the concept. From here customer and employees get an overview of the sections of the store. Products in the glass cabinets, services or special offers on the store screen, pick up counter, storage and products on the walls for touch and feel are all within close reach.
principle drawings for production
Welcome zone
consultation zone
active waiting zones
partners zone
try-learning / presentation / sales zone
demo zone
pick up / shop zone
product focus tray
Your Telia / sales zone
