Duonell

KPN

Company:
KPN, the Netherlands

Industry:
Telecoms industry

Stores:
100

Introduction:
KPN stores, formerly known as Primafoon, were recently completely redesigned. The new interactive stores accentuate a high service level. KPN supplies a large range of mobile phones by all well-known brands. Customers can interactively get extensive information on mobile telephones and services. The products can be tested live in store and all questions will be answered by trained shop assistants.

Motivation:
The former Primafoon stores were mainly focused on selling wired telephones, Internet and mobile phones. The new KPN store conversions emphasise the mobile phone range, achieved using interactive presentation.

Goal:
to decrease waiting time, increase store traffic and create a more efficient sales process.

Solution:
Three interactive units with 12 mobile phones on each side were installed in all KPN stores. The customer has 2 options: they can pick up a mobile phone and see all specifications and related subscriptions or they can make their choice by answering a number of questions on a touch screen to determine which device they should select. The customer is then able to make a final selection by themselves (stand-alone) or together with a shop assistant.

Results:
KPN managed to survive in a period when the market was under pressure and competition was fierce. The company attracted a larger and mainly younger target group by introducing an interactive and enhanced shopping experience. Shorter waiting times have considerably improved the service experience, while product management has been simplified. Ultimately, KPN gained a much better overview of customer behaviour and was awarded the 2009 Gouden Pauw (Golden Peacock) – a famous retail award in the Netherlands – for this application.