3 Stores brand themselves digitally
3 Stores aim high and brand themselves digitally
The telecom company 3 is investing heavily in the digital customer experience and is rolling out a new store concept in 3 stores across the country. The new 3 stores will be built as an inspiring and interactive framework for choosing phones and accessories with electronic price tags, as well as a stylish and inviting environment that embraces the customer.
On September 29th, store number 8, which has been transformed according to the new digital strategy, was reopened with pomp and circumstance in Lyngby Storcenter. The store is razor sharp, still with the recognizable orange color as an eye-catcher, but everything else in a completely new context. The light, sound, clarity, interior design and the electronic shelf labels on all products are new and inviting.
Lasse Schneider, who is responsible for the 3 stores and the transformation that the stores and 3 as an organization are currently undergoing, was of course present at the reopening and elaborates on the digitalization that 3 has prioritized.
– The digitization that we are currently undergoing is very much in line with our desire and goal to be more than just a subscription and mobile store. In addition to selling our quality solutions, we also want to inspire, guide and meet our customers at eye level – and our stores should reflect this. It’s important to us that our customers feel welcomed and heard, while distancing ourselves from the time when the telecom industry sold subscriptions based on the needs of the telecom providers and not the customer,” says Lasse Schneider.
"Next to all mobile phones, speakers and similar products there is an electronic price tag with the essential information about the product and the clear price."
FROM PAPER PRINT TO DIGITAL FLEXIBILITY
To achieve the goal of a unique expression and digitization of the 3 stores, 3 chose to involve suppliers in the concept development. One of the suppliers was Delfi Technologies, which is known for electronic price signage in retail stores across the country. In order to provide the necessary information and clear pricing, 3 found this particular solution optimal.
– Next to all mobile phones, speakers and similar products there is an electronic price tag with the essential information about the product and the clear price. The essential information is, for example, a description of the subscription type or a specific feature that is highlighted. Clear pricing is extremely important. Our customers should never be in doubt about the price of a given product, as it helps to deliver a good customer experience. The electronic shelf labeling also provides flexibility and efficiency, as we can change prices and adjust the supporting text with very little effort,” says Lasse.
The electronic signage is complemented by large digital screens at the entrance to the stores and inside the store itself. This is where 3 stores run campaigns, daily specials and general marketing. The digital solutions replace the previous printed posters, sandwich boards and A4 printed signs in the store. According to Lasse, the digital solutions free up time for the staff to focus on what they are actually good at and enjoy, namely advising and selling the 3 store solutions. The staff are happy that they no longer have to spend time printing, putting up posters and changing prices around the store.
WILL DELIVER THE OPTIMAL CUSTOMER EXPERIENCE
In addition to the pervasive digitalization, expression is a big part of 3’s strategy. The strategy includes everything from lighting, sound, color combinations, furniture, scent and much more. All to optimize the overall customer experience.
– Being able to deliver a great customer experience is definitely my hobbyhorse. I want our customers to feel welcome and that we have a genuine interest in serving them. Our stores must deliver openness, security, uniformity and recognizability. That’s why we’ve thought about every detail that can contribute to the optimal customer experience, including music, lighting, scent and interior,” says Lasse, who has high expectations for the concept.
The concept and digitalization of 3’s stores will be continuously redesigned over the next 2.5 years. The first eight stores have already been redesigned and the next ones are in progress.
About 3
3 offers mobile telephony and data connections via 3G, 4G, 4G+ and 5G mobile networks. 3’s customers are frequent users of mobile data and have for a number of years had the highest data consumption in Denmark. With an offer of free roaming in 72 countries via the 3LikeHome concept, 3 wants to be the preferred telecom company for travel-loving Danes. 3 in Denmark is part of 3 Group, which is represented in Italy, Austria, England, Ireland, Hong Kong, Indonesia and Sweden. 3 is owned by CK Hutchison Holdings Limited (60%) and Investor AB (40%).
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