Design: Household Design
Opening date: April 2017
Store size: 61 sq m
Telecommunications retailer Carphone Warehouse of Dixons Carphone has unveiled its next generation store in Epsom, Surrey, which is set for roll-out nationwide. Designed by brand and experience agency Household Design, the next generation pilot store is designed to win a savvy, connected customer.
The project included reappraising the brand purpose and communication pillars to guide the role of future stores. Beyond value, the store expresses the Carphone Warehouse story of service, ease and exciting tech, and has set off to a strong start. Trial stores are already trading up on new pre-pay contracts, pay as you go and multi-play connections, with accessories trading up by 25 per cent across pilot sites.
Household uncovered the insight that customers want help to navigate a wide choice and find what’s right for them, easily. Customers did not want to feel pushed into a sale, but be offered personalised recommendations that put their needs first, walking out assured that they’ve made the right choice for them at the best value.
Carphone Warehouse was known for good deals, but the challenge was to win in best price and range, as well as elevate other key parts of the offer, including multi-channel service and support – areas that network stores are strong in.
The brand experience idea ‘My Brilliant Personal Warehouse’ – brilliant in service, choice and value – positions Carphone Warehouse as a destination that uniquely meets customers’ needs. Passers by are drawn in to an experience that is dynamic and engaging from the outset, with the active digital storefront windows projecting the latest handsets and assuring with the brand promise ‘We Compare, You Save’.
Inside the store, impartial personal recommendations are powered by CPW’s unique service tool, Pinpoint – the active touchpoint that brings the ‘We Compare, You Save’ brand promise to life. Household has elevated the Pinpoint tool to sit at the heart of the experience, with colleagues greeting customers and offering a Pinpoint welcome to assess the best handset and payment plans via their iPad.
An engaging central Play Table allows customers more room to play with live tech. The urban ceiling pendants and high stools create a more relaxed domestic feel to the mid-floor experience encouraging customers to dwell and discover handset features and make the right choice for them.
The experience is urban and accessible; design features include exposed brick, timber and stripped-back ceiling making Carphone Warehouse feel a more relevant and modern brand. The discovery wall puts cutting-edge connected tech into the hands of the customer through immersive live demos, including virtual reality headsets and a wide range of the latest accessories.
Carphone Warehouse has a bolder brand presence as a go-to destination for tailored connectivity needs, with full height backlit communications panels engaging customers with the full multi-play offer – home phone, TV and broadband packages. Overall the store is a bolder articulation of the refreshed Carphone Warehouse brand that’s committed to putting service first and driving relationship value, with the environment, communications and staff confidently elevating the uniqueness of CPW’s offer.
There are currently three pilot stores opened, with more planned for roll-out – the next one in Oxford's Templar Square.