Categories: Electronics

Alltel

Selling cellular phone service is a hyper-competitive business, as numerous national and regional carriers bombard consumers with offers of the latest equipment and calling plans. To better connect with its customers, Alltel created an ad campaign promising to provide users with wireless services they’re “sure to love.” The company also decided to update its 350 stores to reflect that new marketing message.

Design Forum (Dayton, Ohio) began by watching how customers navigated Alltel’s existing stores, and by asking shoppers what they wanted from their in-store experience. Based on those efforts, designers set about creating a more interactive environment with a more efficient traffic flow.

Installing smaller, sleeker fixtures helped accomplish both those goals. “The previous fixtures were large and heavy, and Alltel’s phones looked out of proportion on them,” says Andy Fritts, vp, design, at Design Forum. “We reduced the size of the fixtures so that they appropriately showcase the products and are consistent with the look of the Alltel brand. This all works together to make it easier for shoppers to engage with the merchandise and to navigate the store.”

The fixtures also help attract attention when the stores are closed: After hours, the fixtures (as well as the stores’ rear anchor walls) are set aglow with blue LEDs.

Client: Alltel, Little Rock, Ark.

Cheryl Ringgold, staff manager – retail merchandising

Kim Maastricht, manager – retail merchandising

Kathy Scharff, director, creative services, marketing communications

Jennifer Hill, manager – creative services

Michael Miess, vp retail channel support

Paul Bowersock, senior vp channel support

Design and Architect: Design Forum, Dayton, Ohio

Andy Fritts, vp, design

General Contractor: Menemsha, Hawthorne, Calif.

Carpeting: Shaw, Dalton, Ga.

Ceiling Systems: Armstrong World Industries Inc., Lancaster, Pa.