Innovative Interactive Shopping Experience Boosts Average Order Value in Mobile Phone Store

Posted on February 28th, by scala-norway in Case Study, Retail. 1 Comment

15 Telenet stores host a total of 182 Scala players that contribute to giving customers a unique experience 

“Every aspect of the POS environment has been consciously assembled to result in optimal customer experience and maximum conversion.”
Philip Van den Driessche, DOBIT

Quick facts

  • Chain of mobile phone stores
  • 182 Scala players in 15 locations
  • Combines touch screens, directional speakers and Scala digital signage solutions
  • Interactive solution guides customers towards their ideal phone and subscription
  • Notably higher order value per customer

In Belgian Antwerp, Telenet Mobile has introduced a brand new, highly innovative shopping concept. Experience is key in the Telenet mobile store. Consumers can make use of various types of assistance to help them choose the right communication devices, mobile phone plans, and accessories. Communication technology and digital signage play a decisive role in helping customers find the product or service that serves their needs best. Scala partner DOBIT has created an innovative concept for Telenet to maximize sales and customer satisfaction.

The understandable guide
The Telenet Mobile concept store is located in the city centre of Antwerp in Belgium. The shop has a very “open” storefront that invites customers to come in and shop. Within the
Telenet shop concept absolutely nothing has been left to chance. Visitors are provided with a range of tools to help them decide what they need from a product and information perspective.

“Mobile communication, telephony, and internet are rapidly changing economic sectors,” says Marc Bruers, CEO of DOBIT. “The market is continually flooded with new devices, new technologies, and new mobile phone plans, all of which make it very complicated for consumers to make rational choices. Sometimes it makes people give up trying altogether. We want the Telenet concept store to function as an understandable guide for Telenet customers. In terms of technology we were able to exploit virtually all of our knowledge, competence, and experience. To maximize the shopper experience we used integrated touch screens, directional speakers, and Scala digital signage solutions.”

Shopping powered by technology
How does the store work? DOBIT account manager Philip Van den Driessche explains: “The first thing you see when you walk into the Telenet shop is the ‘Who Wall’, which is the first help station. Three 46 inch Scala powered Elo touchscreens help customers make a primary selection from the huge assortment of devices that are available. After entering information about preferences like multi-media features, text messaging bundles, and budget, customers will see three devices which they can then examine in detail in the ‘Which Zone’. There is one 10” screen per two devices displayed there; when the customer picks up one of those devices, the screen shows all of its specifications.”

“Customers can find information about other Telenet products on an additional screen. For assistance from a specialist, customers can visit the Smart Care Corner, where a holographic projection links them directly to the specialist team at the Telenet headquarters. That is an impressive experience: you see a life-sized 3D image and can use it to actually interact with the specialist. You can even make eye-contact. Sound Shower speakers provide perfect sound.”

Concept of the Telenet store The first thing you see when you walk into the Telenet shop is the ‘Who Wall’. Three 46 inch Scala powered Elo touchscreens help customers make a primary selection from the assortment of mobile devices. After entering information about preferences like multi-media features, and budget, customers see three devices which they can examine in the ‘Which Zone’. There is one 10 inch screen per two devices. When the customer picks up a device, the screen shows all of its specifications.” The concept store in Antwerp has received wildly positive reactions. The average customer appreciation level of the store is very high, and, very important, the average order value per customer is notably higher than that of other Telenet Mobile stores.

Dedicated customer care
“The concept is a new, exploratory shopping concept rather than a marketing trick. Every aspect of the POS environment has been consciously assembled to result in optimal customer experience and maximum conversion,” Philip Van den Driessche confirms. “Telenet Mobile’s intention is that the store concept will result in the best possible level of customer satisfaction for the longest possible period. That requires a personal approach. At the same time, Telenet Mobile is committed to cost efficiency and consequently our proposal made optimal use of effective technologies. Customers do as much as possible themselves, although Telenet Mobile staff is always at hand should they need assistance.”

“Consumers prefer to make their own choices” says Ton van Hout, Scala’s Area Manager for the Benelux countries. “When these choices concern more complex devices, it’s an advantage that the technology can support the consumer. Telenet has struck the perfect balance between sophisticated self-service and face-to-face support. We are very proud that Telenet chose to take advantage of the flexibility and stability of our solutions.”

A recipe for success
“The concept store in Antwerp has been open for a while now and the first reactions have been wildly positive. The average customer appreciation level of the store is very high,” says Marc Bruers. “We are seeing that they do use the interactive tools that we have provided for them. And, very important, the average order value per customer is notably higher than that of other Telenet Mobile stores.”

The success of the concept store in Antwerp has led Telenet to roll out the concept to more of its stores. Currently 15 stores host a total of 182 Scala players which all contribute to giving customers a unique shopping experience, powered by Scala solutions.

About Telenet
Telenet is a leading provider of media and telecommunication services. The company specializes in the provision of cable television, highspeed Internet and fixed and mobile telephone services, primarily to residential customers in Flanders and Brussels. Telenet also provides services to companies in Belgium and Luxembourg. Telenet is listed on Euronext Brussels under ticker symbol TNET. For more information, surf to

DOBIT specializes in technological communication and applications, offering customers solutions for effective digital communication. DOBIT was among the first in the Benelux countries to recognize the possibilities of touchscreens and in 1990 became the exclusive distributor of Elo Touchsystems for Belgium and Luxembourg, now also servicing the Netherlands. Their work is based on expertise and experience in communication, touch technology, directional sound, and custom-made electronics.

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