Cricket Wireless
Building a multisensory retail experience tailored for everyone
Everybody’s Network
With AT&T’s recent acquisition of Cricket Wireless, Cricket was looking to position itself as a network carrier built for everyone. With the legacy brand, customers had some concerns with the network connectivity; therefore to build trust and loyal customers we knew that we had to get customers to re-establish trust and connect with the customers at an emotional level. Our solution was to design a highly sensory, interactive experience, where product engagement and empowerment is more important than a sale.
Building an interactive store experience that helps drive customer ownership is the start of building loyal customers
The Process
After pen and paper sketching we jumped straight into 3DSMAX, modeling the layout of the store with the measurements of the space and all the furniture. We used the modeling program fairly early on in the design process to refine our intended store flows as well as create renderings to communicate material and color choices for the store interior.
Nationwide Confidence
First and foremost was the need to re-establish trust and confidence in the Cricket brand. We reminded customers through exaggerated wall graphics that Cricket is backed by a nationwide network now, and that losing service was the last thing they would need to worry about. From there, it’s all fun and games—so every product in the store is available to interact with and play with.
Hands-on Experience
All products displayed were connected to high-speed Wi-Fi and loaded with plenty of games and apps. We recommeded a minimal security system on every in-store product, so nothing has a brick attached to it and nothing is behind a glass case. The maze-like layout of the store also encouraged customers to wander and play with the products for as long as they wanted.
Fun for Everyone
The redesigned Cricket Wireless store is a place where the whole family is welcome. We have children play areas around the store, so customers can enjoy their shopping experience knowing that their children are having a great time!
Accommodating the Customer
There were plenty of psychological considerations that went into making the store comfortable, approachable, and less intimidating for everyone. The expert bar at the end of the store was equipped with snacks, drinks, and phone chargers to evoke a sense of hanging out—not pressure to make a purchase. The height of the bar stools elevated the customers so they could be comfortable and seated, and also not feel like they were being talked down to by a representative standing behind the counter.
