With each new construction or remodeling, the first questions that arise are "what, where, how and why", regarding the implementation of technology, especially when the client is a company that offers technology services, as happened with the case of the reinvention of the premises of Time Warner Cable (TWC).
By Conrad Chin*
TWC is one of the leading residential entertainment providers in the United States. However, until just a year ago this privileged position would not be guessed by the appearance of its stores, which represents the fourth largest sales channel of the company, with more than two million customers per month. These were, at best, merely functional. And some of them were a complete mess.
In them customers could pay bills, discuss problems related to services, exchange equipment and... that was it. TWC decided it was time to leverage space to interact more effectively with customers and improve the information and entertainment on offer, increasing sales, satisfaction and long-term loyalty. They contacted retail brand creation and management firm FAME and digital marketing agency Reality Interactive to redesign not only the space itself, but the entire customer experience.
Because TWC has a strong technological component, this was a fundamental element to achieve the new experience in the premises. As in most cases, the role of technology within the premises was determined based on the vision of the client and/or the agency, the wishes and needs of the clients, as well as the physical limitations of the space.
Although each project is unique, we are aware that there are several universal considerations:
Active or passive?
Identify the role technology will have in the customer experience.
Thanks to smartphones and the ability to access the internet from anywhere, customers often have the information they need at their disposal. They come to the store to get something more tangible: compare and experience products, and it's this emotional connection that really motivates the purchase.
The more familiar and interested the customer is, the more willing they are to spend time absorbing digital content. From an interactive standpoint, this helps you decide whether to implement a more self-directed experience or a partner sales tool.
As part of TWC's design transformation, the FAME/Reality team carefully analyzed both the purpose and location of the technology within the store. We took a holistic approach to the customer experience, which we found remained, first and foremost, functional. TWC customers came to the store to perform an activity, not to surf the net, so in this case the technology was designed and integrated as a sales tool. Customers came away with a much clearer understanding of new products and services when salespeople demoed them on a tablet.
Think big. Plan.
What seems impossible today may be possible (or even essential) tomorrow.
As commercial space designers, architects and interactive partners collaborate and support each other's ideas, the first round of submissions must be ambitious. Although an idea cannot be incorporated at first, due to physical, technical or branding limitations, it may be able to be implemented later. It is essential to prepare the ground from the outset for future considerations. Imposing limits now can make it impossible to implement a great idea.
Where should the devices go?
Consider flow patterns when implementing the technology.
Think about how you want to make an impact. Will it be with the size or number of screens, or with the way the technology is hidden or appears in an unexpected place, or perhaps with the fact that customers can walk around the premises with a tablet in hand?
Plan electrical elements and accessories to fit the design, think about how to hide speakers or other components that you don't want to be visible.
Consider visibility to place content in effective focal points. Consumers need to be able to easily view content, so they want to interact with it.
The level of interaction must be commensurate with the flow of traffic. A more passive brand environment is suitable in busier, high-traffic areas, while more striking elements should be implemented in less chaotic areas of the space where there are fewer distractions.
In the case of TWC, each key area was designed to attract customers in a different way:
- The Passion Focal brings TV innovation to the forefront, showing users all the ways they can watch their favorite movies and shows.
- The Rep Station displays promotional offers on tablets and large monitors behind business advisors, who initiate conversations and carry out updates.
- In the Learning Bar, users can learn more about the features they already have, try out a high-speed trial version of the internet, surf the net, and learn about new products.
- The comfortable Inspired Living Space offers a more experiential systematic encounter with state-of-the-art and innovative technology.
Current and relevant content
Make sure your customer understands your commitment.
Before integrating technology into the space, it is critical that the client understands the financial commitment you have made in planning, producing and updating content. It is necessary to implement a strategy and resources so that the contents are always relevant and current.
If consumers don't connect with content, or if they feel it's something they've seen before, they become invisible. They become just a buzz or worse, a nuisance (for example, a loop that spins ad nauseam or a seasonal advertisement that continues to run after the season has passed).
Customers often contract this service with a specialist, as TWC did when hiring Reality Interactive to manage and produce the content.
Blank screens = missed opportunities
Invest in devices and accessories that meet the demands of commercial spaces.
Another aspect that is important to consider is the durability of the devices. It seems obvious, but it is essential that they are resistant to retail conditions so that they can withstand daily use.
When customers encounter blank screens or devices that need to be restarted, it gives a bad impression of the brand and is unlikely to want to re-explore those devices.
It is essential to work with an AV ally with a solid reputation, who can install properly and then do maintenance of the equipment, once the space is opened to the public, in order to offer an always positive brand experience.
If effectively implemented, engaging screen content and hands-on demonstrations can transform any space into a space for discovery, connecting content, features and applications to consumers' personal lives and interests, making the brand more meaningful to them.
Is it worth the investment? Definitely. TWC stores redesigned by FAME have experienced an unprecedented increase in sales. Studies also show that customers value a more intimate and holistic brand experience and consequently leave the store with a more positive feeling about their cable provider. With the potential to reach more than two million customers who visit these stores each month, TWC is working diligently to implement this new approach in all new and existing showcases, over the next five years.
* The author, Conrad Chin, director of environmental design at FAME/Minneapolis will be one of the presenters of Seminar 26 called, "Setting Up the Interactive Environment," to be held on Thursday, February 13, from 4:00-5:00 pm at Digital Signage Expo 2014, at the Sands Convention and Exhibition Center in Las Vegas, which will take place from 12 to 13 February. To learn more about this event or to register for this or any other academic seminar or workshop and learn about digital signage, visit www.dse2014.com
With over 20 years of experience designing award-winning retail retail spaces, Conrad Chin has created beautiful and functional spaces in the United States, Denmark, Mexico and Canada. Chin, an experienced interior designer, introduces strategic vision into all of his designs, from large-scale retail spaces and specialty retail spaces, to offices and corporate events, as well as the design of foodservice marketing spaces and the design of trade shows. Its client list includes Target, Marshall Field's (Macy's), BMW, Toys R Us, Walker Art Museum, M&M/Mars, MyBurger, SUPERVALU and Time Warner Cable.
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