20/20 Design created the format for a new type of BT shop, using the enhanced point-of-sale concept. To date, BT has implemented the concept in 25 stores.
All the products, apart from mobiles, are laid out on the ‘good, better, best’ principle, which means that as the customer enters the store, they find the lowest price and most basic phone first and work their way towards the higher quality products and price-point.
As for the product itself, specific product information that would perhaps alienate the consumer is translated into simple, layman’s terms. Essentially, product and point-of-sale work as a pair. Mobiles are presented in a slightly different way, but the principle remains the same. 20/20 also worked with BT on editing the product ranges.