KPN: Data-Driven Formula Development
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.
Vestigingsplaatsonderzoek om potentie nieuwe locaties Street Jump te bepalen Vestigingsplaatsonderzoek.
Vestigingsplaatsonderzoek om potentie nieuwe locaties Street Jump te bepalen Vestigingsplaatsonderzoek.
Vestigingsplaatsonderzoek om potentie nieuwe locaties Street Jump te bepalen Vestigingsplaatsonderzoek.
Vestigingsplaatsonderzoek om potentie nieuwe locaties Street Jump te bepalen Vestigingsplaatsonderzoek.
Vestigingsplaatsonderzoek om potentie nieuwe locaties Street Jump te bepalen Vestigingsplaatsonderzoek.
What are others saying?
We are very satisfied with the services and reports provided by RMC, which give us valuable insights into the footfall and visitor flows in Haarlem City Center. Using these valuable insights, we can implement our marketing campaigns more effectively. This results in widespread benefits not only for us, but all sectors of our city.
The choice for RMC was a logical one for us, as it best aligned with our needs and the available budget. We are very satisfied with the collaboration so far and look forward to getting even more out of the reports in the future. The monthly reports help us understand where our visitors come from, allowing us to target promotions more effectively in surrounding neighborhoods. With the visitor profiles, we can further refine our marketing efforts.
The RMC reports provide us with direct information on the correlation between activities in the city center and the deviation in footfall resulting from these events. Aside from this it allows our entrepeneurs to gain reliable insights into consumer behaviour. Most notably where, when, and how long visitors stay in Sneek. If you want to make a difference, this information is crucial.
What are others saying?
We are very satisfied with the services and reports provided by RMC, which give us valuable insights into the footfall and visitor flows in Haarlem City Center. Using these valuable insights, we can implement our marketing campaigns more effectively. This results in widespread benefits not only for us, but all sectors of our city.
The choice for RMC was a logical one for us, as it best aligned with our needs and the available budget. We are very satisfied with the collaboration so far and look forward to getting even more out of the reports in the future. The monthly reports help us understand where our visitors come from, allowing us to target promotions more effectively in surrounding neighborhoods. With the visitor profiles, we can further refine our marketing efforts.
The RMC reports provide us with direct information on the correlation between activities in the city center and the deviation in footfall resulting from these events. Aside from this it allows our entrepeneurs to gain reliable insights into consumer behaviour. Most notably where, when, and how long visitors stay in Sneek. If you want to make a difference, this information is crucial.
RMC
Marnixkade 109F
1015 ZL Amsterdam
