Assignment

In 2019, KPN introduced its new brand experience: The Network of the Netherlands. In times of increasing individualization and polarization, there is a growing need for a positive perspective on the unifying power of technology. This year, KPN opened its first store under the new formula. Considering the changing retail landscape, the question arose: what is the essence of KPN retail? Why do consumers choose KPN's physical channel?

Approach

RMC supported KPN in this data-driven process. Phase 1 focused on inspiration and research. This included an evaluation of the current formula, competitive analysis, and research into retail trends. A crucial element in this phase was an extensive consumer survey, providing key insights into the role of KPN's physical stores for existing and new customers. The store remains an important place for consumers, both now and in the future.

Only after defining this essence did the team proceed with establishing the principles for the new formula and its corresponding concept development. This included the creation of zoning plans, determining the ideal customer journey, detailing formula elements, and developing a communication hierarchy. The result was three concepts, which were presented to consumers through a VR study. This data-driven formula development process demonstrates how new retail formulas should be designed: by placing the consumer at the center and measuring what matters most to them.

Result

The outcome: a completely new retail concept that integrates online and offline channels while better addressing the evolving needs and behaviors of consumers. To date, four KPN stores have been revamped under the new formula. In 2021, the transformation of the remaining stores will commence.

Would you like to learn more about how we can assist you in developing the right formula tailored to your customers' needs and preferences? Contact us to explore the possibilities.