New Zealand telecoms brand Spark to push 'in real life' store experiences

New Zealand telecoms brand Spark has appointed UK design agency Green Room to help it redefine the experience of visiting its stores.

The project will see the development of two new stores that will offer a fresh and ‘humanised’ perspective on customer experience, while showcasing the store’s digital product offer – which includes mobile phones, broadband and other services.

Spark has more than 2.6m mobile customers and 700,000 broadband customers, in a country with around 1.5m households. It also supplies information and communications technology to the government and multiple businesses.

“Offering a seamless digital and online experience for Spark customers is incredibly important to us, but we believe that this needs to be completed with amazing ‘in real life; locations where customers can come and engage with us in person,” says Spark head of retail Chris Fletcher.

“We want to shift away from a traditional ‘telco’ shopping experience. Spark’s stores aren’t just a place to buy a new broadband plan or phone anymore. Our customers come in-store because they want advice on how to navigate their way through a range of technologies and digital choices.”

Green Room will concentrate on moving the focus of the store beyond the form of the space and towards meeting the changing needs of customers, adds Fletcher.

“Retail is no longer just about making the sale, it’s also become a platform for understanding and empathy – this thinking is critical to Spark and an ethos shared by Green Room,” says the agency’s chief creative officer, Mike Roberts.