Rebuilding an Embattled Brand.
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For years Comcast locations were primarily transaction based. Consumers only visited brick-and-mortar locations to return a cable box, complain, or pay a bill.
The Challenge:
Despite being hailed as the second largest broadcasting and tv cable company in the world, Comcast had been battling one of the lowest customer satisfaction scores in the industry for years. The company was widely criticized for a series of customer service missteps that gained viral attention. They also faced backlash for billing issues, accusations of deceptive practices, and instances where promotional rates were misrepresented. The brand needed a makeover that included a new commitment to innovation and superior service with consumers at the center.
The Opportunity:
Since 2014, Comcast has been on a mission to change its entire culture. They’ve dedicated themselves to quality customer service, built a strong product and innovation pipeline, and reinvested in their flagship cable brand, Xfinity. For years, Comcast locations were primarily transaction based. Consumers only visited brick-and-mortar locations to return a cable box, complain, or pay a bill. As part of the re-brand, Comcast had committed to a new fleet of Xfinity stores to better serve its customers and showcase it’s growing product line, including the launch of Xfinity Mobile. We teamed up with renowned, award winning environmental design firm, Chute Gerdemann to create a new system of stores designed with the shopper in mind. It was a rare opportunity to contain communications, physical way finding, and environmental design all within the same team.
Each area of the store is a showcase for Xfinity’s core product lineup. The storytelling is centered around the consumer and Xfinity product benefits. Cross-sell touch points focus on the Xfinity ecosystem, designed to nudge shoppers from zone to zone with no dead ends.
In-store communications are built to flex with brand, product and promotional news throughout the year.,
