The tele company, 3, strongly focuses on the digital costumer experience and rolls out a new store concept in 3 stores all over the country. The new 3 stores will be build up as an inspiring and interactive framework for the choice of phones and accessories with electronic shelf labels, as well as a stylish and welcoming environment that embraces the costumer.
The 29th of September, store number 8, which has been transformed after the new digital strategy, was reopened with splendor in Lyngby Storcenter shopping center. The store is neatly presented, yet with the recognizable orange color as an eye catcher, but in a whole new context. The light, the sound, the store décor and the electronic shelf labels by all products, is new and differently welcoming.
Lasse Schneider, who is responsible for the 3 stores and the transformation that the stores and 3 as an organization experience at the moment, was present at the re-opening and explained the digital transformation which 3 has prioritized.
- The digitization that we are going through right now is well connected with our wishes and goals of being more than just a subscription- and phone store. In addition to selling our quality solutions, we want to inspire, guide and meet our customers at eye level – and that’s also what our stores are going to reflect. It’s important to us, that our customers feel welcome and heard, while distancing us from the time where the tele industry sold subscriptions from the requirements of the telephone operator and not the customer, tells Lasse Schneider.
In order to reach the goal of a unique expression and the digitization of the 3 stores, 3 chose to involve the suppliers in the concept development. One of the suppliers was Delfi Technologies, which is known for electronic shelf labels in retail, throughout the country. In order to provide the necessary information and clear pricing, 3 found the solution optimal.
- Next to all mobiles, speakers and similar products, there is an electronic shelf label with the essential information about the product, as well as the price. The essential information is, for example, the description of the subscription form or a specific feature that is highlighted. The clear price labelling is extremely important. Our customers may never be in doubt about the prize on a certain product, since it helps to deliver a great customer experience. The electronic shelf labels also provide flexibility and efficiency, as we can change prizes and adjust the supporting text, with very little effort, tells Lasse.
The electronic shelf labels are followed by large digital screens by the entrance of the stores and inside the store itself. Here, the 3 stores run promotions and day offers. The digital solutions replace the previously printed posters, sandwich boards and A4 signs in the store. According to Lasse, the digital solutions release time for the staff to focus on what they are good at and enjoy doing, which is to guide and sell the 3 stores solutions. The staff is happy that they aren’t going to spend time on printing, putting up posters and changing prizes in the store.
Beyond the extensive digitization, the expression has a strong presence in 3’s strategy. The strategy includes everything from light, sound, color combinations, furniture, fragrance and much more. Everything to optimize the overall customer experience.
- Being able to deliver a good customer experience is definitely my driving force. I want our customers to feel welcome and let them know that we have a sincere interest in servicing them. Our stores must provide comfort, uniformity and recognizability. Therefore, we have in the concept development thought of all the details which can contribute to the optimal customer experience, such as music, light, smell and interior, tells Lasse, who has big expectations to the concept.
The concept and the digitization of 3’s stores will continuously be re-designed within the next 2,5 years. The first eight stores have already been rebuilt and the following are underway.
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