It's about you
Telecom Concept Store

Designworks, Telecom and Gascoigne Associates proudly opened a flagship retail concept store in Telecom's new building, Telecom Place, on Auckland’s Victoria Street West today.

The retail concept store is the first of its kind for Telecom and provides an interactive environment where customers can trial the latest products and technologies in the way that they intend to use them at home, in the office or out and about. It’s a hands-on environment, which means you can play with the latest laptops, check your Facebook on the hottest phone or learn how home connections would work for you.

It’s less about ‘us’, more about you, the customer. Our products and services in your world.

Telecom Retail CEO, Alan Gourdie says the Telecom concept store reflects Telecom’s ongoing programme of transformation to put customers at the heart of the company’s thinking and decision-making.

“The philosophy behind the concept store is less about Telecom’s products, technology and networks, and more about our customers and New Zealanders doing what inspires them.”

The store has been divided into five unique spaces that reflect the different environments in which customers use Telecom technologies – ‘home sweet home’, ‘work and play’, ‘on the move', ‘let’s talk’, and ‘help is here’.

The store’s engaging spaces will also reflect Telecom's ongoing commitment to making effortless connections with its customers. There is a dedicated One to One area where customers can request a personal mentoring session – anything from learning how to network their home to listen to music or learning about the special features on the latest mobile handset.

Retail point-of-sale has also been overhauled with a non-traditional approach. Product and price messaging will be integrated into the store environment on blackboards, picture frames, postcards, screensavers and water bottles. Bright and eclectic furniture sourced from Kartell, Back House, Tait, Simon James Design and Wellington-based Artikel, have also been used to bring the store alive.

Stunning features from New Zealand designers are scattered throughout the store including vintage chairs painted by Misery’s Tanja Jade and artwork from Christchurch artist John Coley.

Designworks and clothing label Huffer have also collaborated on individualised Mobile Broadband 'T Stick' skin designs, with Huffer providing a one-off point-of-sale stand to celebrate the launch of the store.

And initial results have been hugely positive. Jodi Redden, Communications – Consumer Marketing, Telecom says "The store consistently shows the highest average sale per customer of all 32 Telecom Retail stores and has a near 100% average in One to One mentoring sessions for new XT phones. That is, nearly every person who buys a new XT phones has a 15 minute One to One mentoring session."

The store has taken out the Home Group category at this year’s Red Awards. You can view the Red Awards website here.

3D Architectural sketch rendering courtesy of Gascoigne Associates

Homepage image courtesy Sam Mahayni.