Tesco is the biggest Mobile Virtual Network Operator in the UK with more than one million pay monthly customers. To build on this success Tesco wanted to create a differentiated new look shop-in-shop format, which felt less ‘supermarket’ and more in-line with its developing status as a credible high-street mobile retailer. Importantly the new Tesco Phone Shop’s needed to help customers understand the complex mobile phone sector simply and easily, whilst showcasing the wide range of branded handsets and mobile networks that the stores offer beyond Tesco’s own network; Tesco Mobile.
Household was appointed to design the in-store telecoms experience and position the Tesco Phone Shop offer as a credible choice against the Telecom specialists – on choice of networks, handsets, tariffs and importantly, service.
The shop-in-shop design focuses on delivering accessibility at every touchpoint along the customer journey. From clear zoning to intuitively move customers through the space to product hotspots and big brand callouts the focus is on making it easy for customers to identify what’s right for them - from the basics to the latest innovation. An engaging but down-to-earth tone of voice that talks tech in the same way as customers do helps to demystify the complex mobile phone sector, while dedicated service spots allow colleagues to deliver expert service efficiently.
Customers’ have described the new experience as “simple, modern, professional and different” and “surprising for Tesco”. The design is now being rolled out across further sites across the UK estate.
