Tele2 contacted BAS with 3 clear problems that needed to get fixed:

• Our store concept is from 2009 and has been updated very little ever since. Our concept today does not support Tele2’s strategy.

• We need to be at the forefront when it comes to enthusiasm of connectivity. Our store concept today does not support this and we can see that our competitors develop and try out new things while we stand still. 

• An inspiring store concept which ”fearlessly liberates people to live a more connected life” and which enables Tele2’s OMNI strategy. The stores should attract our new target groups through being the genuin enthusiast of connectivity.

The answer; create an autonomous store with digital and physical areas all connected with a digital shopping basket that you can add on to as you explore.

The concept features interactive areas where you can try new products, chat with avatars about technical issues and get customer support, a touch wall, sales stations and a robot for automated checkout.

Extensive user and UI tests where done in a specially made mockup area called “The Lab” where all of these stations could be tested individually and as a full on holistic experience.