Effie Award Winner: Xfinity Retail Transformation

Xfinity stores serve customers with internet, cable, home and mobile services. It’s a functional visit for a shopper who previously – before a revitalized transformation aimed at inspiring shoppers – found shoppers never exploring beyond the service desk, per traffic data done by FCB/RED and Comcast, owner of the Xfinity subsidiary. Stores today display storytelling through retail design and engage shoppers to view the technology in new ways for their home.The Xfinity team faced a challenge to fix a stagnant shopping environment that often received low customer satisfaction ratings. Shoppers entered to simply pay a bill or drop off a cable box, never to shop for new features. In fact, a survey of its customers revealed that more than half couldn’t recall anything interesting about the store.The new strategy aimed to get visitors curious about Xfinity products and how they can make life simpler. For starters, the stores moved away from having designated product areas to developing smart adjacencies that fit solutions under home and entertainment, mobile, and internet. The environment welcomes a new center aisle that opens up sightlines, and new feature tables have been placed near the entrance, showcasing new ideas for shoppers to discover.Messaging and communication was revamped to be benefit-based and lifestyle-oriented, imposing less technical jargon and leveraging more inspirational copy. To help ensure copy spoke to the shoppers, a “retail innovation lab” was built to test the flow of the messaging with employees and shoppers. In addition, a virtual reality environment assisted with unique survey research for employees and shoppers, and a multicultural strategy was tested in high-density Hispanic areas.The new store design influenced a supporting campaign with TV, radio and digital ads. The transformed stores have nearly tripled net promoter scores, improved brand perception, increased visits and sales, and have turned a tide toward more positive customer satisfaction.

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