KEEPING IN TOUCH

In the retail mobile phone market, service provider MetroPCS® knew that being progressive meant providing a customer-friendly retail facility. Miller Zell developed a nationwide, scalable, branded
retail program to position MetroPCS ahead of the competition and to help it withstand existing marketplace challenges.

THE CHALLENGE

Driven by its outstanding success in the retail mobile phone market, Metro PCS knew that in order to be progressive it needed to provide the marketplace with a customer-friendly retail facility.

The original Metro PCS business plan divided the space into two distinct offerings: sales and service. Throughout the life cycle of a Metro PCS Store a major shift occurred between the two offerings. Greater than average phone usage by subscribers creates high in-store traffic and longer service times which aggressively wear on the store’s associates and its environment.

Metro PCS engaged Miller Zell to develop a nationwide, scalable retail environment that would solve the lifecycle challenge and place them ahead of their competitors.

THE RESULT

The Metro PCS retail facility was divided into four sequential zones to create intuitive customer navigation and usage. Each zone was separated through flooring changes and divider poles and graphic systems. The retail experience begins with a welcome and decompression zone. This area serves as the main product showcase and a services queue. The welcome zone branding provides an overview of the Metro PCS current offerings and begins a defined customer experience that guides customers through the retail space. This design has transformed the customer experience into a more customer-friendly retail experience.

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We deliver innovation at retail, creating solutions that activate brands at the shelf and speak to shoppers in a meaningful way. We apply fact-based shopper insights, customer perspectives and cultural trend analysis to build meaningful connections between brands and people.