Turkcell flagship store design and roll out

Turkcell is the largest mobile phone operator in Turkey, with over 80% share of the market. Shopworks was appointed to design and build their new flagship store in Istanbul.

The most important challenge was to change customer perception of the brand, typically corporate conservative and formal to a more engaging, friendly and approachable brand. Shopworks developed a retail concept which, through the use of layout, colour, lighting, graphics and hands-on product displays, delivered this step change in the retail experience. Product demonstration also needed to change from traditional locked showcases, to a much more interactive and proactive experience.

The correct balance needed to be found between satisfying the primary shopper mission (the handset) and operator objectives (value added services and content). This brief called upon the full spectrum our services, starting with shopper research to gain an understanding of customer shopper needs in this market and refine the design brief. We then project managed retail fixtures & manufacturing and shopfitting.

Prior to implementation we also led a category management review, optimise space allocation, adjacencies and visual merchandising, in line with customer shopping missions.

Upon re-opening, the new store immediately generated a 400% increase in handset sales. Shopworks was retained to apply the new design for roll out to other Turkcell and dealer stores.