Motorola Global retail manifesto

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Motorola is a global leader in wireless and broadband communications. Famous for combining sharp design with cutting edge technology it makes 'must have' phones and accessories for young-minded consumers worldwide.

In an increasingly competitive market, protecting Motorola's market leadership became imperative. The stores needed to create a unique experience for customers – fostering an emotional bond with Motorola's 'seamless mobility' message.The solution also had to be flexible enough to adapt for local markets.

In order to truly embed our knowledge worldwide, The Brand Union spearheaded a global team of people chosen from both The Brand Union and Ogilvy, in Hong Kong, China, Los Angeles, London and Madrid. Charged with creating a retail experience that would bring the Motorola brand to life – this global team set to work to develop the Motorola Global Retail Manifesto.

Global challenge. Local issues

The global team faced four key challenges. First, it needed to create a unique Motorola brand experience that would appeal to customers in diverse geographical markets. Second, the new stores needed to create an emotional bond between Motorola's 'seamless mobility' message and its customers. Third, the solution needed to be simple and flexible enough to easily adapt for local markets, size of store and level of investment. And last but not least, we knew that this project would be a real test of its design implementation experience.

With no retail team in-house, Motorola needed a design team it could trust to handle the global roll out of the new retail concept, simultaneously, across several international locations in Russia, China and Western Europe. This also involved keeping a strict eye on both costs and creativity. We needed to deliver a pragmatic solution that was in line with Motorola's budgets around the world, but also ensured that creativity was never compromised.

The creative solution focused on one insight – that it’s Motorola’s handset design that sets them apart in consumer’s eyes. Inspired by the product values of iconic designs such as the Razor and Pebl, the overall look and feel of the new space plays on the visual contrasts inherent in these phones – their hard edges and softer lines. By using the power of this design paradox as a hero for the space, we have created an environment that both reflects and reinforces Motorola's unique and innovative range of handsets and accessories.

The new retail experience brings 'seamless mobility' to life by showing how, at each stage of the customer journey - attract, engage, inform, connect and establish - these devices work together to make life easier.

Themed zones in the store tell specific 'product stories' such as Motofreedom, an area that centres on the Car Experience Kit, from GPS demos to how to get the best out of Bluetooth and hands-free technology. The Motoplay pod means that customers can trial new games and Motomusic envelopes customers in sound from a hidden speaker.

Excitement is created by the Motospression table that allows customers to tattoo their phones or personalise them with names and logos by using the in-store etching machine. Technology has been used to captivate and draw people into the store. Whispering windows talk to passers-by, holographic window displays compel them to stop and explore and interactive floors at the entrance react to visitor's movements.

As part of the Global Retail Manifesto, we created the '10 Golden Rules of Success', a set of principles that could be applied to any retail outlet anywhere in the world and guide future design development. The team also developed a modular kit of parts comprising over 100 components, allowing Motorola to create consistent environments for a variety of formats from shop-in-shop to flagship store.

Positive feedback on a number of successful, parallel initiatives around the world led to further successful test stores in Russia, Chicago, Las Vegas and Switzerland. The concept is now being rolled out in the rest of the world, including prime locations such as the GUM Shopping Centre on Moscow's Red Square.

Product as hero

The result is an engaging space that puts the products at the heart of the store allowing customers to freely explore the functionality and experience the aesthetics of a Motorola phone. The overall design creates an emotional warmth around the brand’s message of 'seamless mobility' whilst at the same time clearly communicates product values and benefits.

"The design is changing the way people are selling mobile phones across the world. It has generated an enormous amount of interest from customers… so much so that the world's largest retailer of mobile phones has requested exclusivity in developing the store-in-store concept around the globe. It really has created a retail revolution", says Jeremy Dale, Vice President of Retail Motorola