Three Mobile – Creating Three ‘Store of the Future’
A consumer-led retail strategy that helped Three turn its stores from service channels into lifestyle showcases built around real shopper needs.
Method Toolbox
- Focus Groups, In-Depth Interviews, In-Store Safaris & Shopalongs, Online Ethnography, STRATEGY, Trend Forecasting
Framing the Problem
Three’s in-store experience was in need of a revamp which would allow them to shift from a service channel to a lifestyle showcase, with Three taking on an inspiring role of the curator.
Our Approach
We recruited a broad sample of consumers with diverse needs and a mix of tech confidence / interest. With our sample, we created a robust research process, from a 5 day online ethnographic community and 50 in-store visit and shopalongs to follow up in-depth interviews and focus groups.
The Breakthrough
We identified key consumer shopper missions, needs and gaps which informed our strategic recommendations on store design and journey. This directed informed the design layout and functionality of all current Three stores.
