Telus | Retail Design Studio

Telus

NATIONAL ROLL-OUT | NEW GEN STORE | 1,500-2,350 SQ FT

As a leading national telecommunications company, staying at the forefront of the dynamic mobile communications landscape is paramount. TELUS enlisted the expertise of Figure3 to design their next-generation retail stores and enhance the overall customer experience within these spaces. The objective was to transition consumer mindset and behavior from a 'needs-based transaction' to an 'active, dialogue-based engagement.

The Figure3 retail design team was assigned the challenge of developing three 'proof of concept' stores to assess the viability of the proposed new design. This initiative precedes their support to the TELUS in-house design teams for the nationwide rollout, encompassing over 280 new and retrofit stores across Canada.

AWARDS

ARIDO Award, 2012

Award of Excellence

Award of Merit

Canadian Interiors, 2012

Best of Canada

Strategic

Concept

Figure3 conducted four months of customer research to develop a strategic design platform that informed the prototype for the new store designs. This innovative framework aimed to shift consumer mindsets and behaviors from transactional, needs-based interactions to dynamic, dialogue-based engagements.

Since opening, these locations have recorded the highest-grossing monthly sales within their Canadian retail network – seeing an explosive 60% in-store sales conversion rate from their key competitors.

Encourages

Curiosity

Implementing a new design strategy at three 'proof of concept' stores, Figure3 created four distinct zones, supported with marketing and communications tools to generate free-flowing interactions.

These stores provide a physical touch point for consumers to interact with devices, explore new products and services, and receive expert advice.

Additionally, Figure3 provided a new staffing model to enhance customer experience throughout these zones; inviting customers to explore and engage with the products and services.

Pickering Town Centre