Shopping for cell phones and wireless plans can be overwhelming and confusing, especially with the increase in the number and variety of smartphone devices. Our mission was to help T-Mobile create a new retail experience for 2012 and beyond, which would streamline the buying process for the consumer and increase sales.
To overcome shopper confusion, devices and offerings were re-segmented. We simplified retail merchandising substantially by reducing the number of messages in-store and by creating brighter graphics. Touch screens were added to provide a richer, more engaging experience than print materials.
Hundreds of these new store designs have been rolled out nationwide. Currently, store-by-store sales are over 20 percent higher in the 2012 design compared to older retail formats.