The consultancy was brought on board after pitching earlier this year on a brief to look at store communications, according to I-am director Pete Champion.
This brief then widened to take in the strategic aspects of the customer experience, Champion says. He adds, ‘We’re helping them close the gap between the message in the advertising – which customers find very appealing – and the overall standard of retail experience in the store, which they can find a little disappointing.’
The consultancy’s work will deal with all aspects of the customer experience, from environments to communications and people. The scope of the work will range from developing strategies through to producing creative solutions.
Champion says he expects I-am’s work to roll out ‘as a series of projects’, which follow on from the launch of four flagship Carphone Warehouse stores. I-am, which did not work on the stores, will aim to translate key principles from their design to the rest of the retailer’s offering.