The Mobilcom and Freenet fusion results in the Germany-wide refurbishment of the shop chain.
Store viridescence seals the union of both communication providers. The foundation stone was laid with the opening of the first “green” shop at Germaniahafen 6 in the Kiel business centre on June 4th, 2007.
The high class finish facade is eye-catching, technical and innovative. The new “green” shop is on the ground floor. This shopping promenade location is in Germanienhafen directly on the Hörn and includes the mobile telephone shop, an ice cream parlour, a wine shop as well as a hair salon.
The shop window front is approximately six meters long. Strictly speaking shop windows are the responsibility of shop owners, usually the communication supplier franchise partners - using central specifications with standardised promotion material. Usually an update takes place once a month. The prominent entrance door, centrally positioned and inviting, has a green acrylic frame. The logo is above the entrance area - a backlit black acrylic panel, illuminated via LED lighting, with lasered out Freenet logotype in both directions. This technique allows a harmonious colour flow from light to dark. As soon as the customer enters and steps onto the green carpeting it is all systems go. The 42 m² shop sales area plus 6 m² back office represents an average shop space.
Black/red shops transform to green
The Mobilcom-Freenet shop concept was custom designed and implemented by Freenet manager Stefan Timm, POP Development Leader and also the shop fitter ARNO. The standard construction time for a shop this size (approx. 50 m²) is 4 days - maximum. The refurbishment of the shop chain throughout Germany means a company investment in single digit millions says the Freenet manager. ”By September latest, all black/red shops, depicting the previous Mobilcom characteristics, will reappear in a fresh green and manifest the fusion of both companies as universal providers for mobile telephone systems, fixed line networks and the internet. A Hamburger agency developed the green branding to modify the brand appearance and completely unify the former mobile telephone systems providers.
The shop concept meets the requirements for the entertaining presentation of the newest communications technology. The customer benefit should always be in the limelight. Therefore the elaborate technical details take a back seat. The shop is clearly structured according to this marketing concept and reemerges in a bright and friendly ambience with few modern elements. The main module Try-Bar stands room centre. The latest devices are presented on this module inviting the customer to try them out. An equipped surf station allows DSL and internet telephoning testing. The consultation area is behind the Try Bar. From here the shop assistant has access to all information material and can respond to all enquiries.
On the left side of the entrance, blister panels display an assortment of mobile, land line, and internet accessories. A further speciality is a glass anti theft showcase behind the shop window displaying an array of products. A market research project, initiated by us and carried out by the market research institute Forsa, yielded the following: 93% of mobile phone users expect complete consultation while 86% want a salesperson who will give them consultation time. 78% anticipate to be able to test products on site and that salespersons will advise them regarding tariff rates. „This takes place in the separate consultation and Try Bar areas“ says Stefan Timm and substantiates the service and consultation expertise.
Anti theft
For this very reason furnishings are kept functional. Laminated wood, powder coated metal and frosted glass are the predominant shop interior materials. The wood corpus furniture has protruding glass side panels. This clear and cool construction, reflects an elegant and timeless style. Hence the minimal number of materials and colours allowing absolute clarity and stringency. And the cash counter is also functionally designed: A small counter with a TFT monitor installed on top. In addition to mouse and keyboard only an EC and credit card terminal can be seen. The cash counter area subordinates itself to the advantage of the products on sale as well as service and consultation competence and is a secondary location within an harmonious customer orientated concept.
As a safeguard against theft, a smart solution for mobile telephones has been implemented: On the one hand the customer has full handling facility of the devices, while on the other hand the presented mobile telephone is electronically protected via a thin spiral cable attached to the tester table. The advantage: The device can be fitted to any mobile phone and is freely accessible for the customer: “We offer our customers products from one source allowing flexible accessibility, allowing easy and transparent communication, time saving and at the same time fun” says Stefan Timm. “These requirements are implemented in our new shop concept”. For this manageable shop size there is no need to create any classic customer in store routes. However to give the interior an harmonious impact the walls are crème white, the ceiling white and for the anthracite coloured flooring, rubberised tiling is used. For the illumination concept panel, mounted light fixtures with 2 gimbal light head mountings were used. This enables the space of a manageable shop size without customer in store routes to be bathed in a warm light. The flexible gimbal mounting for the 2 spotlights, enable a light and friendly illuminated atmosphere, optimally stage managing all products, furniture and wall elements.
To come to the point, a CI conform retail customer communication can only distinguish itself through consistent colour and style, high quality materials and the highest possible brand recognition. Service is written in capital letters for these franchise driven shops: Service personnel will be employed solely to answer customer questions. ”On the one hand it is a useful service for our customers, while on the other hand a good support for our franchise partners” says Michael Hansen. “They can concentrated solely on sales and consultation” says Manager Stefan Tim, Head of POP Development. “The customer feedback is continuously evaluated and serves a permanent improvement process of our complete services repertoire” Ole L. Wegner, Freenet Customer Care Director points out.
The shop chain operates as a franchise system in 350 locations and over 2500 sales partnerships serving 13 million customers. The Kiel “green” shop is the first in the new design.
Download press release (german)
Store viridescence seals the union of both communication providers. The foundation stone was laid with the opening of the first “green” shop at Germaniahafen 6 in the Kiel business centre on June 4th, 2007.
The high class finish facade is eye-catching, technical and innovative. The new “green” shop is on the ground floor. This shopping promenade location is in Germanienhafen directly on the Hörn and includes the mobile telephone shop, an ice cream parlour, a wine shop as well as a hair salon.
The shop window front is approximately six meters long. Strictly speaking shop windows are the responsibility of shop owners, usually the communication supplier franchise partners - using central specifications with standardised promotion material. Usually an update takes place once a month. The prominent entrance door, centrally positioned and inviting, has a green acrylic frame. The logo is above the entrance area - a backlit black acrylic panel, illuminated via LED lighting, with lasered out Freenet logotype in both directions. This technique allows a harmonious colour flow from light to dark. As soon as the customer enters and steps onto the green carpeting it is all systems go. The 42 m² shop sales area plus 6 m² back office represents an average shop space.
Black/red shops transform to green
The Mobilcom-Freenet shop concept was custom designed and implemented by Freenet manager Stefan Timm, POP Development Leader and also the shop fitter ARNO. The standard construction time for a shop this size (approx. 50 m²) is 4 days - maximum. The refurbishment of the shop chain throughout Germany means a company investment in single digit millions says the Freenet manager. ”By September latest, all black/red shops, depicting the previous Mobilcom characteristics, will reappear in a fresh green and manifest the fusion of both companies as universal providers for mobile telephone systems, fixed line networks and the internet. A Hamburger agency developed the green branding to modify the brand appearance and completely unify the former mobile telephone systems providers.
The shop concept meets the requirements for the entertaining presentation of the newest communications technology. The customer benefit should always be in the limelight. Therefore the elaborate technical details take a back seat. The shop is clearly structured according to this marketing concept and reemerges in a bright and friendly ambience with few modern elements. The main module Try-Bar stands room centre. The latest devices are presented on this module inviting the customer to try them out. An equipped surf station allows DSL and internet telephoning testing. The consultation area is behind the Try Bar. From here the shop assistant has access to all information material and can respond to all enquiries.
On the left side of the entrance, blister panels display an assortment of mobile, land line, and internet accessories. A further speciality is a glass anti theft showcase behind the shop window displaying an array of products. A market research project, initiated by us and carried out by the market research institute Forsa, yielded the following: 93% of mobile phone users expect complete consultation while 86% want a salesperson who will give them consultation time. 78% anticipate to be able to test products on site and that salespersons will advise them regarding tariff rates. „This takes place in the separate consultation and Try Bar areas“ says Stefan Timm and substantiates the service and consultation expertise.
Anti theft
For this very reason furnishings are kept functional. Laminated wood, powder coated metal and frosted glass are the predominant shop interior materials. The wood corpus furniture has protruding glass side panels. This clear and cool construction, reflects an elegant and timeless style. Hence the minimal number of materials and colours allowing absolute clarity and stringency. And the cash counter is also functionally designed: A small counter with a TFT monitor installed on top. In addition to mouse and keyboard only an EC and credit card terminal can be seen. The cash counter area subordinates itself to the advantage of the products on sale as well as service and consultation competence and is a secondary location within an harmonious customer orientated concept.
As a safeguard against theft, a smart solution for mobile telephones has been implemented: On the one hand the customer has full handling facility of the devices, while on the other hand the presented mobile telephone is electronically protected via a thin spiral cable attached to the tester table. The advantage: The device can be fitted to any mobile phone and is freely accessible for the customer: “We offer our customers products from one source allowing flexible accessibility, allowing easy and transparent communication, time saving and at the same time fun” says Stefan Timm. “These requirements are implemented in our new shop concept”. For this manageable shop size there is no need to create any classic customer in store routes. However to give the interior an harmonious impact the walls are crème white, the ceiling white and for the anthracite coloured flooring, rubberised tiling is used. For the illumination concept panel, mounted light fixtures with 2 gimbal light head mountings were used. This enables the space of a manageable shop size without customer in store routes to be bathed in a warm light. The flexible gimbal mounting for the 2 spotlights, enable a light and friendly illuminated atmosphere, optimally stage managing all products, furniture and wall elements.
To come to the point, a CI conform retail customer communication can only distinguish itself through consistent colour and style, high quality materials and the highest possible brand recognition. Service is written in capital letters for these franchise driven shops: Service personnel will be employed solely to answer customer questions. ”On the one hand it is a useful service for our customers, while on the other hand a good support for our franchise partners” says Michael Hansen. “They can concentrated solely on sales and consultation” says Manager Stefan Tim, Head of POP Development. “The customer feedback is continuously evaluated and serves a permanent improvement process of our complete services repertoire” Ole L. Wegner, Freenet Customer Care Director points out.
The shop chain operates as a franchise system in 350 locations and over 2500 sales partnerships serving 13 million customers. The Kiel “green” shop is the first in the new design.
Download press release (german)
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