Household - designs places for people

Brief

With the commercial development of Tesco Mobile – an own-label mobile network for pay as you go and monthly contract. Household was appointed to design the in-store telecoms experience and position the offer as a credible choice against the Telecom specialists – on choice of networks, handsets, tariffs and importantly, service.

Insight

Tesco Telecoms had successfully traded in the ‘top-up’ and ‘pay-as-you-go’ market – yet the potential of the contract market remained untapped. Convincing customers that Tesco could service contracts as well as pay-as-you go would depend on leveraging the service proposition at critical points along the customer journey.

Our Solution

The concept revolved around a ‘high touch, low tech’ solution, geared to demystify the complex telecoms sector for customers, and play to Tesco’s strengths as the ‘people’s champion’. We simplified the offer and developed strong entry points, a campaign billboard and a new communication hierarchy to frame the offer. ‘Stand-up service’ demo units on the shop floor away from the wall invite customers to play with the latest handsets whilst receiving informal friendly service and advice from staff.