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Brief Published: 30 Oct 2013

iSmash: Premium Tech-Customisation Hub

Extra

British tech repairs specialist iSmash launched its first physical store this month – using customisation as a key strategy to transfer its original e-tail-only offer into a bricks-and-mortar destination.   

Working with UK design agency Green Room Retail, the brand – which specialises in reconstructing broken smartphones and tablet screens – has firmly positioned itself as the premium end of the technology retail sector. Delivering customised repairs for £800 a time from its studio-style location on London’s affluent Kings Road, it describes itself as a “high tech and high fashion brand”.

The store is split into three zones: a personalisation studio for bespoke customisation, a repair lab, and a ‘protect and enhance’ area for buying off-the-peg cases and accessories. In the customisation area, consumers are able to create their ideal phones by selecting both colour and finish.

An open-plan layout allows customers to see hyper-skilled technicians working in the lab – promoting brand trust and enriching the store experience with behind-the-scenes entertainment. See Show & Tell Retail: Revealing the Product Journey for more.

While the brand is setting a new precedent for tech retailers by injecting creativity via customisation – formerly the preserve of traditionally crafted products such as handbags and other luxury accessories – the concept also trades on the power of consumer communities. Customers that indulge in the customisation process are encouraged to post images of the results on the brand’s website. For more on this, see Community & Commerce.

For more on brands harnessing customisation to propel brand strategy, see Product Hubs: Experimentation & Co-Creation in the Future of the Store Industry Trend, and Consumer-Creators.

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