The first seven redesigned Oskar stores opened to the public in 2004. During that year, Oskar carried out some initial customer research to quantify the impact of the new retail experience on the company’s success.
The first store to re-open experienced an 18.6 percent sales increase. In general, sales in redesigned stores rose by up to 10 percent. Three quarters of consumers said the new seating area – where they could experience a live trial – left them inspired to buy a new handset.
Spontaneous visits also rose significantly. Now 57 percent of visits to Oskar stores are unplanned, and twice as many people as before now stay in the store for more than 30 minutes.
At the 2005 DBA Design Effectiveness Awards, the Oskar project won best interior in the Retail & Leisure category. The award judge, Christian Cull, Marketing Director at Waitrose, hailed the project ‘a wonderfully fresh and engaging approach that clearly made an impact.’
Oskar was not for sale when the project to enhance the retail experience began, but it’s clear that the redesign had a positive effect on the company’s value, attracting interest from Vodafone, which bought Oskar in 2006. Although all stores are now fully branded with the Vodafone name, the redesigned retail environment – still unique on the Czech high street – remains otherwise intact.
Highlights of the Oskar ‘home’ experience
- A real tree in store
- No service counters, just interactive pods
- Alphabetised queuing system
- Self-expression wall for immediate customer feedback
- Unobstructed views into each store
- Low-level plasma screens in the shop window display campaigns and promotions
- Contrasting materials used in-store create a more stimulating and sensuous experience