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A New Retail Approach for UPC Romania
Retail branding
The recent brand repositioning of UPC Romania (the second player on the Romanian cable communications market) meant a shift towards simplicity and seamless interaction between its clients and the fascinating, yet technologically complex, world of digital television, Internet and telephony. Subsequently, this entailed the need to take a different approach to the retail branding of UPC’s network of stores and collection centers throughout Romania.
Grapefruit, together with architecture studio Arcsett, first defined the customer journeys and functional areas in the store where interactions between customers and prospects, on the one hand, and UPC services, products and staff, on the other hand, occur. Subsequently, we defined and designed customer support areas (self-help or staff-assisted), queueing systems, waiting areas, product and service interaction areas. Everything was thoroughly considered to maximize the use of the retail space, and define an engaging yet simple interaction for UPC clients—both techies and technophobes.
The concept, finalized in 2009, was implemented in a first pilot store, the concept store on Mihai Bravu Street in Bucharest, launched on January 27, 2010.
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- Retail Branding
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