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OSKAR TO ROLL OUT REDESIGNED RETAIL STORES

20. October 2004

Oskar, the fastest-growing Czech mobile operator, today introduced a comprehensive redesign of its retail stores, intended to give customers a unique shopping experience customized to fit their specific needs and latest global trends in retail design. "Over the last four years Oskar has gained over 1.6 million customers," says Karla Stephens, Oskar's general director. "We’ve grown along with them. We're now at a stage where we want to focus on offering our customers a higher level of customization and sophistication when they enter our doors.

Oskar, the fastest-growing Czech mobile operator, today introduced a comprehensive redesign of its retail stores, intended to give customers a unique shopping experience customized to fit their specific needs and latest global trends in retail design.

"Over the last four years Oskar has gained over 1.6 million customers," says Karla Stephens, Oskar's general director. "We’ve grown along with them. We're now at a stage where we want to focus on offering our customers a higher level of customization and sophistication when they enter our doors. We want them to experience each visit with all of their senses, and feel inspired and respected – as though the store environment has been designed specifically for them."

The store redesign extends far deeper than the cosmetic changes to interiors and exteriors. New store elements and functionalities revolutionize Oskar’s approach to selling and to serving customers. These new features were introduced following in-depth research into customer needs and behavior interacting within store environments.

"The new stores offer an entirely new shopping experience which captures the essence of what the brand Oskar is all about. An experience which breaks all telco retail conventions and will become not just the envy of competitors within it's category but will also be talked about in global retailing terms," says Steve Haggarty, Managing Creative Director of Enterprise IG in London, which created the design for the new stores and is a global leader in the area of retail space design. (See attached biography.)

Specific changes in store elements and functionality include: (See attached backgrounder for more detailed description of these and other elements.)

  • Elimination of the traditional ‘counter sales’ dynamic;
  • Display of fully-functional handsets that customers can use and test;
  • An integrated self-service module, that allow customers direct access to on-line and telephone customer service;
  • A unique queue management system that allows customers to avoid line-ups, and browse the stores as they wish while waiting for sales assistance;
  • New, modern lighting, textiles, and textures throughout the new store environment.

"The new design complements the way that we have also simplified the customer’s purchasing experience, which is now broken down into three easy-to-understand steps. New interactive sales zones encourage the sales staff to become partners for our customers as they choose from our services and handsets," Stephens adds. “Ultimately, we remove all unnecessary complexity and stress from the process, so they’re able to relax and enjoy their shopping experience.”

The initiative will see a total of 7 redesigned stores completed by year’s end. The balance of Oskar’s stores will be completed by early 2006.

Also available on this subject:

  • Backgrounder on key elements of new store design
  • Early reviews on Oskar store design
  • Breakdown on “1-2-3” simplified sales process
  • Biographies of new store designers

About Enterprise IG
Enterprise IG is the leading global brand agency and a WPP company, employing some 550 staff in 26 offices around the world. Clients include BBVA, British Gas, Coca-Cola, Deloitte, Diageo, Ministry of Sound, Motorola, Oskar, Rolls-Royce, SABMiller, Unilever and Vodafone. For more information, go to www.enterpriseig.co.uk