Leading Telecommunications Provider in the Netherlands Increases Sales with Dynamic In-Store Messaging
In 2008, KPN knew it was time to change the retail strategy in its KPN Primafoon stores when the company found itself facing several challenges: perceived long waiting times in the stores, a low conversion rate, low revenues per customer and a low in-store representation of the core customer focus group (25- to 40-years olds).
KPN decided to transform all the Primafoon stores to shops with a more modern look and feel. This strategy resulted in a completely new interior design and name for all the outlets: KPN Store.
In the field of mobile phones and mobile phone price plans, there is a lot of information available via public sources such as the Internet. In a shop environment, it is difficult to provide the customer with all of that information. The salesperson can’t help everybody at the same time and, as a customer, you have to depend on the know-how of that single sales associate. On the other hand, there are customers simply don’t want or need the help of a salesperson. KPN needed a sales/information solution that would suit both of these customer groups.
In addition, KPN decided to look for a solution that was in line with the stores’ new modern looks. It wanted a communication solution that could provide all of the information that the customers need to give advice regarding features of phones and function as a promotional sales tool.
Digital Signage is the Answer
After the revitalization of KPN’s retail stores in 2009, the customers’ perception of the stores has clearly changed. Customers now experience the stores as a “nearby shop around the corner,” which always has an up-todate product selection. The sales people in the stores know what they are talking about and are always there to help. Another clear goal for the sales staff is to always make sure that a product is operational immediately in case a product is bought.
The shops are all designed to invite people in and to offer them help very quickly. Customers can try out new or different products in case they have to wait for a minute for service if all sales people are busy.
The digital signage solution is a concept that is systematically embedded in the shop formula. The first digital element is a portrait-oriented screen in the window of the shop that faces the street to attract customers.
Once inside the store, there are three interactive point-of-sale kiosks. On each desk, different categories of mobile phones are displayed, ranging from “mobile office” to “youth” and “android” phones. An interactive touch screen is embedded in the kiosks for each of the six phone categories. The screen displays a short and simple introduction, and a few important specs of each phone model. Using the interactive screens, a customer can navigate toward choosing the right phone and phone plan for his or her needs.
Two additional kiosks are strategically placed in the shop. On these kiosks, customers can browse through other KPN product categories such as TV and Internet services.
To complete the customer’s KPN shopping experience, three screens are placed in the back of the shop, showing a variety of attractive mood-setting images, commercials and short product promos.
KPN chose QYN with a few specialized partners to develop, manage and execute the digital signage implementation for all of its stores. QYN is a leader in integrating media technology in the field of digital signage and kiosking. QYN had the technical and commercial know-how to lead this instore digital signage installation from start to finish — all features that KPN looked for in an integrator for this crucial project.
The total project comprises more than 500 screens in 105 locations throughout the Netherlands, not taking into account the kiosks.
The Bigger Commercial Picture
KPN Store defines itself by focusing on the self-sufficiency of the customer without losing receptiveness toward the customer.
Interactive tools allow the customer to make a choice in a playful way. The presentation of the products is done in such a way that customers become familiar with KPN’s complete product line by leading the customer intuitively through the whole store. A secondary benefit is that the customers’ perception of waiting time is reduced
The KPN Stores are the only single-brand telecommunications shops that offer telephone products and services, and Internet and television services in a one-stop-shop concept in the Netherlands. This gives KPN Stores clear advantages over the competition:
- The KPN store offers the customer the opportunity to discover for himself the possibilities in the field of communication, information and entertainment.
- The KPN store can make the customer value the KPN branda gain as the overall supplier of services because of a clear branding strategy with welldefined product segments.
- In the KPN Store, a customer can interact with the sales staff and the products because the undesired barriers for the customer visiting a standard telecom shop are taken away. Those barriers include long waiting lines, sales staff that only talks about product features, products that are placed out of reach for the customer, and staff that “hides” behind long desks.
“Scala has proven to be the most versatile and stable software in the digital signage arena. QYN has therefore chosen to use Scala 5 software for the digital signage implementation of the KPN stores. The A-grade features of the Scala solution fit perfectly to the high requirements of the state-of the-art digital solution within the KPN Stores.”
About KPN
KPN is the leading telecommunications and ICT service provider in the Netherlands, offering wireline and wireless telephony, Internet and TV to consumers, and end-to-end telecommunications and ICT services to business customers. In Germany and Belgium, KPN pursues a multi-brand strategy in its mobile operations and holds number three market positions through E-Plus and BASE. KPN provides wholesale network services to third parties and operates an efficient IP-based infrastructure with global scale in international wholesale through iBasis. More information: www.kpn.com.
“With state-of-the-art digital signage and kiosking as an integrated part of their shop formula and customer experience, KPN Retail leaves NL competition on a remote distance where it comes to the power to distinct.
Listening to the requirements of KPN Retail has resulted in a partnering process in which all parties have put forth maximum effort in achieving the absolute top in retail with regard to customer experience.
KPN Retail is a happy customer. QYN is proud to have been given the opportunity to provide, maintain and continuously further improve this high-quality signage and kiosking solution for, and together with, KPN Retail.”
– Bas Nijssen, QYN, Sales Manager
About QYN
QYN is specialized in the integration of media technology in the field of digital signage and kiosking. The solutions of QYN are a part of its customer’s business strategy and contribute to obtaining its company objectives.
Our applications are found in the following industries: health, retail, events, government, education and public transportation. More information: www.qyn.nl.