| Sprint Nextel Corporation
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: USA Industry/Sector: Telecommunications, Retail Stores Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Sprint Nextel Corporation is a telecommunications company that operates wireless data and voice networks in the United States. They are the third largest carrier in market share with 48.2 million customers. Sprint sells branded wireless devices and services through a nationwide chain of Sprint-branded retail stores as well as local and national in-direct retailers. Challenge Based on primary research, Sprint determined that customers were having difficulty navigating their retail stores and were unclear on what the Sprint brand represented. Sprint stores had been designed for young males, and did not accommodate the differences in how men and women shop. The previous in-store communications emphasized devices over content and customer benefits. The overall effect was clutter and “information overload.” Strategy Sprint identified a new target customer: females in their late 30’s to early 40’s at medium to high incomes. By reorganizing their floorplan and reconceptualizing in-store communications, we helped Sprint create a more intuitive layout that better meets the shopping needs of their customers. The re-designed stores are more welcoming and easier to navigate. • The new layout reorganizes products by form factor and input method to ease navigation and comparison shopping. • More prominent feature displays create focus on unique product offerings, such as new phones or services Also, by utilizing the investment in existing store fixturing systems with slight modifications to signage formats, we have created a more dynamic and effective communications architecture that can easily be updated. • The billboard wall panels communicate an aspirational high-level brand message, reducing visual clutter and establishing an emotional connection between target customers and the environment. • New panels at eye-level allow a more focused, effective navigation system. • New fact tags place detailed information right next to devices for easier comparison shopping. Result The design team received qualitative feedback from store managers and consumers who appreciate the improved shopping experience. In a recently released J.D. Power and Associates Wireless Retail Sales Satisfaction Study, Sprint Stores moved up to second place (with a score climbing an impressive 32 points), to place only one point behind T-Mobile. Credits: Client: Sprint - www.sprint.com Brand Strategists/Designers: Continuum - www.continuuminnovation.com Motion Graphics: Two West Inc - www.twowest.com Photography of New Store: Robert Benson [back] |
