Svyaznoy

             from retail electronics to retail banking

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Client Profile:

Svyaznoy is one of the top retail brands in Russia and a well established retailer of mobile phones and electronics with a network of about 3000 strores throughout the country. As a company known for its sucessful reputation not only as a major consumer electronics distributor but also with a friendly and customer service oriented culture, Svyaznoy always tries to stay ahead of the competition by finding additional value generating ideas.

 

Case Introduction:

Svyaznoy wished to enhance its store experience and launch a banking operation at the same time. Using the advantage of its vast network, Svyaznoy had launched a customer loyalty program offering award points, discounts and points towards future purposes. Soon enough Svyaznoy was on its way to offer other services which were more and more in the realm of traditional retail banks. Already a large number of Svyaznoy customers purchased phones and electronics on credit and Svyaznoy understood that there is an opportunity ahead. What if Svyaznoy could somehow link its vast distribution network with financial services…? That would certainly create an organization that can reach a massive retail audience.

With this strategy in mind and with its devotion to creating a better customer experience in its stores, Svyaznoy turned to Senteo for creative concepts that would help the company to welcome new and returning customers and enhance their experience at point of contact.

 

Project Scope & Goal:

As part of this project, Senteo's environmental strategy and design team produced a state of the art store design complete with all interior elements and store facades, as well as internal "customer journey" mapping and easy-to-navigate zones. Experiential product displays, discovery areas, customer pods and special lighting schemes were created to maximize the store experience and get customers to truly enjoy being at Svyaznoy.

With the new design and layout of the stores, customers were welcome to explore the galleries, touch and feel what they could see and ask friendly consultants for help to explain any of the product features that they would like to learn more about. In addition, banking services were to be made available in a specialized zone. All a matter of covenience and simplicity.

Senteo also designed customer furniture and merchandizing systems along with manufacturing specifications. Once everything was built and tested, the company was ready to begin a roll-out program to re-fit its network and to launch a set of stores that were focused primarily on banking services.

The company separately invested its efforts to obtain a banking licence and begin assembling a team that would later become the foundation of Svyaznoy Bank. Within only a short period of time this vision not only became a reality, but Svyaznoy Bank exploded on the Russian market quickly gaining enough market share to become one of the leading and largest retail banks, placing it in the top-100 in the country.

 

 

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