Spark to create a new benchmark in experiential retail for New Zealand in collaboration with Green Room Design
Enhanced retail channel offering will help bring digital services to life
UK design company, Green Room is working with leading New Zealand mobile, broadband and digital services provider, Spark to develop two new stores that will redefine the experience of visiting a Spark store.
Spark has over 2.6 million mobile customers and around 700,000 broadband customers, in a country with around 1.5 million households. It is also a major information and communication technology (ICT) supplier to government, enterprise and many local businesses.
Green Room is collaborating with Spark to offer a fresh, ‘humanised’ perspective that will facilitate the creation of world-class retail experiences that showcases its digital offering in a way that is fast, in-depth and truly frictionless.
Spark Head of Retail, Chris Fletcher said, “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.”
He said the choice to bring Green Room on board was easy. “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 is bringing its international experience in human-centred design to New Zealand, moving focus beyond simply ‘the form’ of the store toward one that meets our customer’s changing needs,” said Fletcher.
By placing people at the heart of every experience – understanding their differing journeys, behaviours and emotional mind-states – Green Room specialises in helping brands and retailer businesses, globally, to navigate the increasing expectation of today’s omni-channel customer.
Green Room’s Chief Creative Officer, Mike Roberts, commented, “As humanity’s relationship with technology and the tools we use for socialising evolves, it’s important that our attitude towards relevant inspiration, advice and education shifts accordingly – 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.”
On the collaboration with Spark, he added. “It is a great pleasure to work alongside Spark. Their approach and aspirations are refreshing and we’re really excited to go on this journey with them. By developing a deep understanding of the Spark brand and their audience, we hope to not only create a set of unique experiences, but a framework for a productive, ongoing relationship.”
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