- Article by Online Editor
- Photography by
- Designer E2 (Experiential Environments)
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As an integral part of the Virgin Mobile brand refresh, E2 collaborated with the company to deliver a new brand direction. Rigorous research into the brand and consumer profiles resulted in the delivery of a new retail environment and all comms across the Virgin Mobile portfolio.
The new retail environment extends appeal to an older, sophisticated demographic whilst maintaining the cheeky brand image of Virgin Mobile. It moves away from the typically clinical telecommunications retail environment by introducing a new, secondary colour palette through mood lighting. The space is divided into two areas to facilitate a customer journey from the handset selection to sign-up phase. The colour palette further articulates the product groups into the pre-paid, post-paid and broadband categories. This enables Virgins time-poor customers to easily navigate through the store.
The retail environment boasts the latest technology, with interactive touch screens enabling customers to compare handsets on screen as well as connect to the Virgin Mobile members’ lounge. All handsets are connected to devices enabling sales tracking. The technology allows POS material to be easily updated from IP address from the Virgin Mobile head office. E2 are currently rolling out the new Virgin Mobile retail stores across Australia.
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