“Their ‘Experience Masterplan’ process took us on a collaborative, creative journey which has set the blueprint for our new retail strategy.” – Gopal Vittal, Chief Executive Officer, Bharti Airtel
Telecommunications stores have long become an uninspired transactional space. Together with Airtel, we created a retail experience that offers far more than payment services – one that empowers customers to explore how they can Share, Create, and Experience on the Airtel network.
When we began working with Bharti Airtel Limited, we were tasked with ‘upgrading’ the design of their retail stores. However as we immersed ourselves in the project, we recognized an opportunity to redesign not only the physical space, but also the entirety of the customer journey.
We created the new Airtel retail offering – one in which the physical space; the products within (both digital and physical); verbal and non-verbal in-store communications; and staff behaviors work in tandem to become more than the sum of their parts. Together they deliver an emotionally engaging, consumer-centric, holistic retail vision.
In the summer of 2017, the first two stores launched of this format, and the roll-out of the retail concept will continue across 2,500 stores across India.