In order to design a retail guideline our first approach was to understand the end customer and the dealer network necessities. Insights from this initial process outline the requirements and the problem. Once that figured out, we used it as a base to create a premium system that can communicate the Telekom brand values in any retail space.
By designing a modular and flexible guideline, we engaged all types of variation in wall type scenario or island type while keeping a focus on the customer experience and Telekom brand communication in space. Starting from the Magenta floor outline and ending up with the back-light banners, everything is focused on creating awareness, keeping the playful brand tone and start a dialogue. New elements like a Co-Working table give a community approach to the system and the possibility to create new dialogues with Telekom customers.
Approach in detail
Start with the customer
One of our main focuses at the beginning was to understand the customer and dealer problems and challenges in order to offer a good product. This served as a base for the next interactions in design and development.
An overarching theme in the design process was to make sure Telekom brand values and premium feeling are communicated in space and in the customer journey. Every detail counts and will add value to the retail experience.
Piloting the shop in shop concept in a couple of locations gave us and Telekom the feedback we needed in order to adjust the final details. This flexible approach helped us to test the retail guideline in real life scenario.
We created an overall special brand display guideline for the Telekom Multibrand Dealer network that addresses customer and dealer problems.
> 40 stores
roll out in more than 40 stores across Germany
designed with the customer in mind
dealership network ready