SIM dispenser
Significant numbers of tourists were purchasing local SIMs for their stay in the UK. These customers knew exactly what they wanted and, with SIMS being nothing more than a commodity to this demographic, it was agreed that there was no point in trying to entice them to venture further into the store to make other purchases.
A storefront promotion of SIMs was devised to capture the customer at the entrance of the shop by being highly visible from outside. An existing meet and greet function at the front of the store included a counter and till, so this was deemed the most suitable place to position the promotion. A range of design options for displaying SIM packs were explored.
The location provided a range of options for both prominence, in terms of scale, ranging, level and distance. Several options were prototyped prior to two versions being implemented.
Sign up table experience
The fixed tills in stores would ultimately become obsolete as transactions moved to a tablet-based solution.
This presented a customer experience opportunity with space available where tills once were. The space was to be repurposed for promotions, glorifiers and displays to elevate a product, range or promotion, and bring it into conversation at the point of sale. A range of modular options were explored.
Customer waiting seating
The customer waiting seating concept was explored in the context of the customer journey during visits to Three stores. On arrival, a customer’s journey began when they were greeted by a host member of staff who determines their needs prior to assigning a dedicated member of staff whose purpose would be to resolve their query or issue.
During busy periods there could be a short wait and customer behaviour data suggested a tendency for many customers, rather than to wait, to leave the store and go elsewhere. The seating provided therefore needed to offer an incentive for customers to stay – even in instances where a queue had formed. There was a preferred location in store which made
sense in the context of the customer journey, but it was a retrofit solution and in order to avoid physical barriers or bottlenecks in circulation space, it needed to work well in small pockets of available – or indeed scarcely available – space.
Nesting options were explored for stores where space was very limited. The waiting seating was to appear unobtrusive in the existing store concept but was to look inviting and offer a splash of colour for interest. Further incentives for customers to stay in store were provided in the form of USB charging sockets and a modular space in the legs which could be purposed for magazines, promotional messages, displays and more.
Being a high-traffic and high-wear fixed furniture item, construction was of colour-coated aluminium, to provide appropriate longevity and to match the existing Three store finishes palette. A replaceable, thin faux leather pad was provided for added comfort.
Accessories wall bay
As part of a move to increase the accessories offered in Three stores, the accessories wall bay design required revising. The latest design brief for the wall bay was for it to nestle into the modular wall bay system of the existing Three store fit-out using predetermined module width and vertical datums. This would mean minimal disruption as a retro-fit solution whilst also offering flexibility of width dependent on store value tier and ranging.
Various merchandising planograms were provided. Microslat in anodised aluminium offers a formula of premium feel, great flexibility and security for merchandising a range of products, both known and unknown. Lockable storage below has colour coated metal doors providing a seamless aesthetic with the adjacent standard wall bay fixed panels. Discrete cable management is accessible from the front which facilitates simple power distribution and installation of powered displays for promotion, product glorifiers and sub-categorisation signage by store staff. Therefore, ongoing costs are kept to a minimum.
