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On Saturday, 21 June, Dutch mobile telecommunication company Telfort BV opened its first five outlets that have been restyled according to a completely new formula created by reggs, the Amsterdam-based design company. The challenge for reggs was to translate Telfort’s brand identity into a new, next-generation telephony and internet shop concept. The one that reggs developed merges seamlessly with Telfort’s low-cost distribution strategy: ease, clarity, simplicity and advantage to the customer were the values that defined the development of the new concept. The result is a shop characterised by straightforward honesty, both in the choice of materials and overall atmosphere. The opening of Telfort’s remaining 30 outlets in the new styling will quickly follow that of the first five.
Simplifying complex decisions
Jop Timmers, senior consultant, Industrial, reggs: 'Thanks to the close cooperation between the various design districts within our company, we were able to interpret and approach the assignment from a variety of different angles. This resulted in a close-knit, interlinked routing of store elements, shelves and packaging that simplifies the complex decisions consumers have to make – everything is recognisable at a glance. Communication to consumers has only been placed on components that are replaceable. This makes it possible to modify the interior in no time, and any waste matter that may be left over is recyclable. In short, it is a sustainable concept in which the physical shop elements and Telfort’s brand motivations fully support and strengthen each other.'
Creating the Telfort experience
Aletta Kok, Manager of Channel Marketing at Telfort – a subsidiary of Dutch Telecom giant KPN – is also very pleased with the results. 'In the crowded and competitive field of high-speed internet and mobile telecommunications services providers, Telfort distinguishes itself by projecting a very clear-cut profile. Our company focuses on the average consumer and small business clients, offering these target groups well-defined, basic services at an extremely competitive price. Choosing Telfort means you don’t pay for what you don’t use; you get functional telephones and services without unnecessary bells and whistles. To emphasise what we stand for and make it immediately obvious to consumers, our shops needed to physically manifest our new strategy and communication style. Reggs proved to be the right party to translate this into something tangible. The unique combination of two-dimensional and three-dimensional elements ensures that the shop interiors provide a complete ‘Telfort experience’ in every detail.'
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