Vodafone, the world’s second largest phone company.
To create an evolved, ultra-premium store concept for Vodafone within a larger location at the centre of Harrods Technology Floor. The concept had to meet the needs of the Harrods luxury customer and drive Vodafone’s value as a heritage British brand and leading global network operator.
The Transformational Solution
To meet and exceed the expectations of the Harrods customer – both high-net-worth local shoppers and international visitors – Household created an enhanced, service-focused format of engaging device display experiences and accessories, all supported by outstanding help, advice and service zones.
Household identified that the customer wants ‘the latest, now’; to be able to ‘set up and go’; and to have ‘help now’, as extended service and as tutorials – all at any cost. To meet and exceed these expectations, Household’s experience idea was ‘service and play, joined at the hip’ – setting the retail stage for service at each point of play and customer contact. Each touchpoint is optimised to deliver a tailored and engaged experience.
Feature experiences include: the Top Ten Table, for welcoming customers with curated collections of devices and accessories; the Connect Bar, where experts match products to customer need; the World of More Table, where customers play with cutting-edge tech and where the Vodafone ecosystem is highlighted; Ultra-Premium Accessories, where customers are served individually on request from items exquisitely showcased within custom-made display cases; the Red Room, a sumptuous, club-like lounge where customers’ selected devices are unlocked for real-feel VIP play; and the Host Tech Tray which treats them to their own personal display.
Household’s concept design integrates with the rest of the Harrods Technology Floor – itself designed by Household – for an experience that is recognisably Vodafone, yet effortlessly aligns with the store’s luxury ethos.
The concept paves the way for future stores, playing a part in Vodafone’s investment programme to make the brand accessible to prestige and global customers where they shop, live and travel. Within a week of opening the store was performing ahead of its projected increase in sales.