Enterprise IG was selected by mobile phone operator Oskar to translate the company’s brand personality into a tangible retail experience, leaving customers feeling respected, captivated and inspired.
Work began with a day-long briefing involving the Enterprise IG and Oskar teams. ‘It was a well thought out, comprehensive and passionate briefing – the best we had ever seen,’ recalls Sue Daun. ‘Oskar had already done extensive research including consumer tracking. They knew exactly what they wanted and spent considerable time briefing us on all aspects of the business.’
Armed with this knowledge, Enterprise IG developed a retail concept that would bring Oskar’s brand personality to life. The chosen idea was to structure each shop as a home, with stores divided into four distinct areas: the garden around the shop window, for displaying seasonal and promotional ideas; the lounge, where staff could chat to customers; the kitchen, where mobile solutions could be pulled together; and the study – a business area for larger stores. ‘Our starting point was that every home is different and used differently, so each Oskar ‘home’ would be tailored to meet the needs of the space,’ explains Daun.
As the project evolved, the design grew more open plan, but the basic ‘home’ concept remained. A major change to the traditional retail environment was the removal of all service counters. Instead, Enterprise IG designed all-in-one pods that combined cash desks for staff with interactive self-help tools for customers. These pods were devised to break down barriers between staff and customers and enable everyone to roam freely around the store. A new queuing system was developed, with customers being allotted a letter of the alphabet to mark their place. A self-expression wall was also introduced, enabling customers to leave feedback by leaving a message on the wall.
The most radical embodiment of the Oskar brand personality was the addition of a real tree in every store. Designed to illustrate the company’s vitality and growth, the trees would come to symbolise Oskar’s brand identity in a visually stunning way. Soft padded materials were used to contrast with hard elements to stimulate the senses. Quality materials were used at every touch point to move away from the company’s low cost reputation, encouraging customers to see and feel the difference. Mirrors bounced images and light around the walls, and reflected customers as they moved around the store – symbolising the company’s commitment to and understanding of its customers and their needs.
