KPN Stores Get Makeover

Version imprimable

KPN, formerly KPN Primafoon, has re-vamped its image and the interior design of its 105 retail stores across the Netherlands. As part of its transition to a more modern look and feel, it required a digital signage solution that was flexible enough to handle this kind of large-scale project. KPN turned to Scala Certified Partner QYN in 2008 to design an integrated digital network to meet all of its communications and advertising needs.
 
Ever-changing offers, phone plans, available upgrades and promotions are a constant feature of the telecommunications industry. It can be difficult to present this abundance of information to customers at retail locations. KPN chose QYN and a few specialised partners to design a network that spans more than 500 screens, displaying information on available products and plans, various phone features and current sales promotions.
 
The most noticeable digital element within the new stores is a portrait-orientated screen in the window facing the street to attract prospective buyers. Inside each store there are three interactive point-of-sale desks. At each desk, two different categories of mobile phones are displayed, ranging from “mobile office” to “youth” phones. Interactive touchscreens are embedded in the desks for each of the six categories, providing the most important information for each phone.
 
Two interactive kiosks allow customers to browse other products, such as televisions and internet services. To complete the network, there are three more screens placed at the back of each store displaying relaxing images, commercials and short product promotions.
 
In addition to providing valuable product and service information, as well as advertising, the new digital network gives people something to focus on in the event that they have to wait a few minutes before being helped. This decreases the customer’s perceived waiting time.
 
“Scala has proven to be the most versatile and stable software in the digital signage arena,” said Ton van Hout, Strategic Account Manager for the Benelux region at Scala. “The A-grade features of the Scala solution fit perfectly to the high requirements of the state-of-the-art digital solution within the KPN stores.”