Client
Oskar

Design Consultancy
Enterprise IG
John Mathers
020 7559 7000
john.mather@enterpriseig.com
www.enterpriseig.co.uk

The Brief
Oskar is one of the three largest mobile phone operators in the Czech Republic. It has a strong local personality and was voted ‘Most Dynamic Czech Company’ in 2004. But the high street experience was not living up to Oskar’s brand values. The company wanted retail spaces that would create a unique and memorable environment, deliver the ideal Oskar experience and improve the transactional nature of its stores. And with the Czech mobile phone market at near saturation (90 per cent of the population have a mobile phone) the stores also needed to attract new, high value, younger consumers.

The Design
Enterprise IG created a store that felt playful, distinctive and surprising. Unexpected elements, such as a real tree in every store, embody the brand’s ethos of vitality and growth. Customers can explore the interfaces of live phones on purpose built seating and a new queuing system, using characters rather than numbers, leaves people free to browse at their leisure. All-in-one pods combine cash desks with interactive self-help tools to break down boundaries between staff and customers.

The Results
Sales in renovated stores have increased by 10 per cent and new stores are hitting sales targets. The number of visitors leaving the store with positive or very positive feelings is now at 98 per cent, compared to a benchmark of 81 per cent in the old stores. The queuing system is particularly effective: 78 per cent rated it as good or very good. Eighty per cent are using the all-in-one pod spontaneously; 76 per cent said the pod helped them find information without having to ask staff. Nine out of ten customers found what they were looking for – a 27 per cent increase on the previous benchmark. The new stores have resulted in more spontaneous visits (57 per cent of visits are now unplanned) and customers are browsing for longer – with twice as many staying more than 30 minutes in the store.

Judges’ Comments
The store design drew unanimous approval from the judging panel for its clarity and effectiveness in invigorating the brand and Christian Cull, Marketing Director at Waitrose commented on a ‘Wonderfully fresh and engaging approach that clearly made an impact’.