One2Free’s New Model for Mobile Phone Retail
Hong Kong mobile phone retailer One2free has cast its new megastore as a multi-faceted social hub aimed at an audience of teen consumer-creators.
The 6,000sq ft flagship in Hong Kong’s Mongkok district, which opened in June 2013, comprises six experiential zones – all of which serve the purpose of increasing dwell time and enhancing brand engagement. The Loft is a lounge-like space screening 3D movies on a 4G LTE network and stocked with a cabinet of novels for customers to read, while music can be listened to via tablets or booths in the Musicholic Zone.
The consumer desire to be creative and personalise product – as highlighted in the Stylus industry trend Consumer-Creators – is catered to in DIY by Purpleland, a workshop area where visitors can customise their phones with accessories, cases and dongles. The importance of individual expression and personalisation for a millennial audience specifically is explored further in Store Concepts for Teens.
Hong Kong interior designer Clifton Leung Design Workshop also made relaxation and refreshment key parts of the One2free store by incorporating a Chill Out Room, and the Hot Spot by Suzuki Café. Our reports The Quiet Space and Retailer-Restaurants show how both of these zones appeal to wider consumer lifestyle trends.
Meanwhile, customers can learn about the latest in mobile technology in the SiFu Studio from One2free’s gadget geeks – a service feature reminiscent of Apple’s Genius Desks and Carphone Warehouse’s Geek Squad. This studio transforms the staff-consumer dynamic into more of a student-teacher relationship, satisfying shoppers’ growing appetite for gathering knowledge or even professional skills when in-store. See The Rise of Edutainment and Super Service for more on this topic.