More and more retailers are exploring new opportunities within self-service and digitalization of in-store customer experiences. To ensure an intuitive self-service experience while purchasing cellphones, accessories and subscriptions, Telenor – the second largest telecommunication company
in Denmark, created a test store. The store was designed
to empower customers purchasing or repairing cellphones to get a pleasant, safe, and fast self-service experience.
“The nudges optimized the in-store environment and made self-service easy and intuitive”.
Anja Lehmann Roed, Head of Channel Development and Specialists, Telenor Denmark
Telenor serves a broad range of customers across all demographics and ages. At the same time the traffic in the shops are high which
call for self-service concepts for making the e.g. subscription
process easy. Before launching the self-service store, customers found it hard to serve themselves and would ask for help amongst
the in-store staff, with task like selecting accessories, setting up
subscription and answering simple support question on e.g. how to switch on their cellphone. This left staff overworked and not able to allocate time needed for each customer and customer satisfaction low. Furthermore, the potential for sale of accessories not exploited.
The assignment and approach
To make sure the self-service experience was intuitive and easy Telenor asked Krukow to develop nudge solutions that would help guide customers safe and effective through the purchase of a
cellphone, accessories, receiving online support or setting up a subscription. Nudge solutions that would empower customers
to navigate effortless through the physical store and digital sales
processes. Solutions that were scalable and could help accelerate the implementation of self-service while increasing the sales in Telenor stores. Through field visits and research, we identified
the right key decision moments where nudge-solutions could make self-service easier. Based on insights on customer behavior and sales interaction data we designed visual and intuitive nudges
solutions that made physical and digital navigation and self-service, easier.
Nudging to support self-service and increase sales