Qtel
Environment
Expanding communications through a new service experience
Qtel provides domestic and international telecommunication services to residential and business users in Qatar, and wireless telecommunication services around the world.
Challenge
When Qtel wanted to transform its customer service centers into retail stores that were unique in Qatar and the GCC region, they turned to Lippincott.
Actions
To develop an appropriate retail strategy for Qtel, Lippincott conducted workshops to establish the organization’s retail objectives, researched customers’ retail preferences, expectations and experiences, and assessed leading retail brand environments in other sectors.
The prototype retail store in Doha is based on the central theme that Qtel expands the ways its customers communicate. The design addresses typical customer journeys based on different visit occasions. It also conveys the richness and diversity of customer experiences through hands-on interactions with Qtel’s product and service offerings.
There are three main sections of the store. When visitors enter the “Discover” zone, they learn how Qtel can help enhance and maximize their day-to-day lives. In the “Explore” zone, they interact with a range of products and services to determine which suit them best. In the “Focus” zone they finalize their transactions.
Results
The modern environment is warm and welcoming, incorporating Qatari cultural cues through attractive and engaging graphics. Most importantly, the store delivers an interactive and memorable customer experience.