MTN
MTN is one of South Africa‘s largest mobile operators and among the most admired brands in Africa. Intent on delivering a bold, new, digital world to their customers, MTN approached us to help transform its brand through a new retail design strategy, better product presence and a digital messaging framework.
Our approach enabled three principle shopper activities: Help Me, Inspire Me and Engage Me; to flex in prominence according to location and audience data. Each activity zone has its own unique components, displays and furniture. Each Point of Sale became a learning opportunity, with a library of how to’s and product comparisons built into display devices.
Design
Digital
A large scale interactive digital wall leveraged the popular print magazine, Yello, celebrating its success and reinforcing offers and tactical promotions.
A refined product presentation and a rich visual language encourages users to explore products at every point along their journey. A customisable product UX meant we could merge brand storytelling with products to engage customers no matter their mindset. Educational point of sale content, paired with user-friendly UI, facilitates the path to purchase and makes for an ultimately captivating shopping journey.
MTN first introduced the concept through live pilot stores which were delivered successfully from strategy to completion within a speedy five months. After a successful roll-out, MTN has celebrated an increased use of digital channels and an uplift in customer engagement.
