As an experienced international retail and brand consultancy Landini Associates were commissioned in January 2002 by the Telstra Shop Network to develop the design of their current store formats throughout Australia.
In order to keep up with the speed in which wired and wireless technology continues to develop, it has become increasingly important for the store design to not only adapt physically but to evolve on an emotional level which appeals to a varied customer base. The project has aimed to be an evolutionary process – to build on existing customer relationships whilst appealing to wider segments of the market.
Landini's objectives focus on customer service whilst delivering higher performance management and operational efficiency. Through providing centralised, relevant information in a hierarchy the customer can understand, we hope to communicate the other lesser recognised Telstra offers – of price matching and the 30 day replacement policy. Multiple sales will be achieved by personalising and tailoring the sale through awareness of product bundling and customising information for the consumer.
The key driver in this is to shift the focus from technology - to the experience of the service or product by demonstrating the tangible benefits to the customers’ life. The stores strategy will be to engage, inspire and inform the customer and bring the service offers to life through demystifying new and existing technology using ‘hands-on’, interactive and live product.
“As a leading communications technology retailer, Telstra Shop use their expertise to provide a quality service through staff and demonstrations to show me how to get the most out of technology”.
The Landini Associates design team have adopted a ‘show and tell’ principle within the new store layout and established a number of conceptual tools with which to get the message across and make the service offer come alive. The ‘pace’ of the store has also been altered to provide ‘low involvement’ commodities in a ‘Convenience Store’ area at the front and a slower, more relaxed environment toward the rear of the store. By adopting a ticket and browse system we are able to service our customers more efficiently - whether paying bills, enquiring about services or picking up an accessory - the Convenience Store will allow the consumer to browse and interact whilst waiting.
On the conversational side of our store to the rear, a ‘Service Lounge’ area “tells” consumers the whole story – about Telstra’s point of difference, about the great range of intangible services and useful information that both empowers and reassures the customer. This is done in a comfortable slower-paced area towards the rear of the store providing flexible seating options for a variety of consultation possibilities.
In the demonstrational ‘Trading Floor’ area the “show” principle aims to display Telstra’s great range of tangible products and why they have been selected. Through graphic header panels the consumer is advised on points to look out for when choosing a product in any given category before going onto more detail as the customer is guided closer to the individual product. The point of sale will illustrate the key benefits of the product, the features, price and compatibility. In addition to this a shelf containing live product, promotional material, guides and diagrams will assist staff and customers in navigating their way through the decision making process.
Between the Trading Floor and the Service Lounge are a series of mid-floor interactive ‘Workshops’ which connect the tangible products with their relevant mobile, internet or landline services. These areas are a hands on area in which to experience the realm of possibilities offered by Telstra – whilst serving as conversation points at which to engage with the customer adjacent to the Service Lounge.
A number of ‘Stage’ areas will provide a showcase in which to host training, promotions and ongoing initiatives. Initially the customer will be engaged at the front of the store by the window display, large scale promotional graphics and a board highlighting upcoming events. On entering the store the customer will be encouraged towards a live projection at the rear of the store, show-reeling current advertising campaigns or projecting a specialised demonstrational workshop.
The business and consumer stores can be differentiated through their external facia treatment - light blue for the consumer focussed Telstra Shop and dark blue for the Telstra Business Shop. The consumer is now able to identify which product categories are stocked within the stores indicated by a new ‘Connecting Device’ on the shopfront bulkhead.
A neutral palette has been selected for use internally to future proof the design further and allow both the product and the graphic material to tell the story. A light timber is used throughout the trading floor on the wall and floor, with warm grey lockable storage boxes around the perimeter The upholstered seating of the service area rests on a matching carpet and the use of clean white surfaces are used to denote workshop and service related benches.
Landini have developed a refreshing new ‘holistic’ approach to the stores by creating a scalable, modular and seem-less synergy between the promotional graphics, visual merchandising, point of sale, packaging, signage, fixturing, lighting and security. A new range of clothing has also been developed for the in-store team and the store will continue to evolve alongside the cutting-edge communications Telstra continues to pioneer.
Interior Design, Graphic Design, Packaging, Signage
Courtesy of Landini Associates