Flow Retail Experience Comes to Life

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Shikatani Lacroix brought to life the vision of a new retail experience design standard in the Caribbean for a telecommunications brand. The new Flow experience store incorporates state-of-the-art technology, dynamic digital content, a comfortable environment, high-end fixtures and top quality finishing thereby making Flow the destination for Telco products and services.

Nominating Company: Shikatani Lacroix Design, Toronto, Ontario  
Venue: Flow, Coral Gables, Florida
Project: Flow Retail Experience
Category: Immersive Environments

BACKGROUND
Cable & Wireless Communications (CWC) is a full-service telecommunications provider with four brands
operating in the Caribbean and Latin America: LIME and FLOW in the Caribbean, BTC in The Bahamas and Mas Móvil in Panama. To achieve a more coherent brand presence, CWC wanted to rebrand existing LIME locations under the FLOW banner and roll out new FLOW retail flagship stores across the Caribbean. CWC also wanted to modernize the FLOW brand and bring its design standards and level of service in line with the progressive telecoms of North America and the U.K. CWC needed new approaches to centralize and increase the speed to market of it’s marketing communications. Shikatani Lacroix was brought on board in 2014 to help FLOW create a new immersive customer experience that delivered on all these objectives.

CHALLENGES
The design of the existing FLOW retail locations did not allow staff to provide the level of customer service they desired. The existing store layouts were plagued with long wait lines and service areas that lacked privacy. There was an opportunity to change the customer journey from a functional bill payment and customer service store to one with a vibrant, immersive store experience that reflected the nuances of each market.

However, in an effort to modernize the stores, improve the shopping experience and update the sales choreography, Shikatani Lacroix had to remain cognizant of the needs of the Caribbean market. It had to marry the objectives of the client with the expectations of the customers while being respectful of their culture and customs.

Throughout the rollout, Shikatani Lacroix had to balance the application of innovative retail elements with budgets that would remain obtainable for FLOW’s different markets across the Caribbean.

SOLUTIONS
The digital experience is woven into the customer journey. Customers are drawn into the store by large digital screens and then greeted by an interactive touchscreen queuing system. The system engages customers with qualifying questions to assess their needs and then directs them to relevant departments so they can shop while they wait to be served. Staff receive notifications on mobile devices or terminals with the customer’s name and needs. Digital signage delivers a mix of brand messaging and a queue spot to show customers their place in line.

Mobile devices contain a branded FLOW interactive experience that integrates content from each manufacturer and delivers a blend of FLOW plans, promotions, services and benefits that allow the devices to sell themselves. Tablet experiences provide an even deeper level of engagement, allowing customers to compare products and services side by side and help store staff better engage with customers.

04_flow_digital_devices_closeup1RESULTS
Shikatani Lacroix integrated the latest digital technologies into FLOW’s brand strategy to showcase the features and benefits of its products and services. The interactive experiences contain a robust cloud-based CMS portal, easily updated remotely without the need for staff support. A detailed metrics and analytics back-end allows FLOW to know how many users interacted with each phone and tablet as well as the choices and information they are interested in. This allows FLOW to better plan its merchandising strategy and refine the content to better engage with customers.

Every digital experience immerses customers in the FLOW brand. They are enabled by a centralized control, which allows local, regional and nuanced content to be deployed or updated easily across all markets. The digital experiences have replaced all static P.O.P. material in the store, reducing printing and distribution costs and ensuring a consistent branded experience is delivered across all markets throughout the Caribbean.

Shikatani Lacroix was nominated for a DSE 2016 APEX Award in the Immersive Environments category. Samsung Global and Customer Mobile were also partners on this project.

 

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