How can we redesign the telecom retail experience to be both brand forward and business efficient?
THE BIG QUESTION
Uninor - New telecom experience
THE BIG QUESTION
KEY INSIGHT
BUSINESS IMPACT
How can we redesign the telecom retail experience to be both brand forward and business efficient?
Taking inspiration from Darshinis' and Udupi fast food centers’ service and experience model we created an efficient, flexible and youthful design.
The design was lauded for its creative design and business efficiency alike.
The Brief
To launch the telecom brand Uninor’s retail experience in India with a unique positioning that sets it distinctly apart from competition but is also reflective of its Scandinavian values of simplicity, respect and trust.
Key Insight
Our research revealed the diminishing role of role of physical retail for most telecom transactions, with the consumer visiting them only for a ‘problem’, ‘if they have to’. However, conventional retail centers still worked on a traditional model of ‘wait to be serviced’, making them bureaucratic, complex and inefficient.
As transaction numbers and durations reduce, we looked for inspiration for a compact quick service consumer center and found it in the hospitality sector. Taking inspiration from Darshini and Udupi fast food centers’ service and experience model we created an efficient, flexible and youthful design.
Design Approach
The design was kept simple, clean and clutter-free with a material palette that balanced the warmth of hospitality spaces and the professionalism of a corporate environment.
Structurally, the modular design with ‘design kit-of-parts’ composition enabled minimal installation time for quick turn-around.
Minimal on-site design elements made retail rollouts easy and adaptable.
The Secret Sauce
Once the design concept was set, the same was adapted for various types of sites and situations – sizes, shapes, locations, orientations. The entire design process was captured in comprehensive design manuals with details, specifications, and guidelines to help understand, design, adapt and implement the Uninor brand retail environment at various locations.
The Impact
The design was lauded for its creative design and business efficiency alike. The small footprint of the brand store aided significant savings on real estate rental cost. The modularity of the design and comprehensiveness of the design manuals aides the fastest retail rollout by a telecom brand in India – 60+ company stores rolled out by Idiom in 2 months, and a total of 400+ franchisee stores rolled out over 2-3 months.