Telecom stores are traditionally transactional, focused on wait times and paperwork. Together with Telenet, we tore up the retail rulebook. We designed a Next-Generation retail experience that seamlessly brings two distinct brands—Telenet and BASE—under one roof. Through a clever 'split-the-brand' strategy, each brand claims its own unique space and identity, while still coexisting in perfect harmony. By putting digital innovation, customer flow, and brand immersion at the heart of the physical space, we transformed a dual-brand challenge into a seamless, unified customer journey.
Next Gen Retail
Redefining the telecom retail experience
Client
- Telenet
Office
- Belgium
Consumer expectations for retail have evolved, yet telecom stores remained functional. With customers increasingly handling routine transactions online, foot traffic has shifted. Physical stores see fewer basic purchases, yet the demand for valuable, face-to-face interaction, expert service, and personalized solutions has never been higher. Today’s consumers expect tailored products and services rather than one-size-fits-all bundles.
To reflect its status as an innovative leader, Telenet needed a concept that could meet these personalized needs while solving a complex brand puzzle: housing two distinct brands—Telenet and BASE—under one roof. The challenge was to maintain the unique identity and strategic role of each brand, while ensuring they coexist harmoniously in a single, unified store experience.
To redefine the telecom experience, we looked beyond our sector. We benchmarked against leading global tech and hospitality brands, analyzing how they seamlessly bridge the gap between physical environments and digital convenience.
We designed the "Next Gen Retail" concept, reimagining the store as a destination built for meaningful human interaction where the advisors' expertise takes center stage. To achieve this, we preserved the unique DNA of both brands: Telenet focuses on high-quality service, while BASE features a vibrant, urban look tailored to self-service.
This dual experience is driven by four core principles. It begins with a warm welcome that immediately makes customers feel seen, followed by expert guidance to help them discover tailored value. Inside, distinct brand zones clearly separate Telenet and BASE both visually and spatially, while a highly adaptable, modular design ensures the concept fits any store size and evolves with changing needs.
The new format reduced perceived wait times, increased customer satisfaction scores (NPS), and drove higher engagement with premium product demos.
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