The ambition for the DStv CEC was to create an ideal opportunity to meaningfully express the brand’s digital and physical experiences. The result was a great environment for hybrid gatherings.
The brief was born out of a prime site located in regional mall. The service centre was earmarked for the first floor while the ground floor retail footprint had significant potential for activating disused space.
DStv wanted to create an opportunity for customers to interact with their content and hardware tangibly, communally, and in real time.
Our Challenge
To design and build DStv’s first flagship retail and experience store in South Africa.
Our Approach
We set out to create an environment where every stage of the customer purchasing journey - from consideration and exploration, to sign up, use, resolution and advocacy - could be completely and uniquely supported.
Our Solution
Whether an active customer, a new subscriber or just an interested passer by there is something to spark curiosity and delight in every visitor to the DStv Customer Experience Centre in Polokwane.
Visitors are encouraged to discover a world of entertainment through immersive, inspiring displays and accessible demonstration areas.
A large screen broadcasts a range of live content continuously, throughout the day.
In the centre of the store there is a Solutions Bar staffed by experts that provide concierge-style support for customers wanting to learn more about DStv content bouquets, hardware or delivery services.
Upstairs, there is a Customer Service centre where complex technical queries can be discussed with a DStv colleague.
Designing the Customer Journey
Store Facade. A double height, fully glazed store facade affords visitors and passers by an uninterrupted view of the store on approach.
Heritage wall. Highlighting key moments in African viewing history that correlate with milestones in the history of DStv.
Hardware tables. Displaying hardware elements in an open, accessible way – where models can be easily compared.
Solutions Bar. Designed for quick query resolutions. Staffed by DStv experts. Hospitality (coffee and water) is available here. Graphics applied to the back wall are designed to support the sale of content packages, hardware and accessories.
Big screen. Designed to attract attention from outside the store, the big screen continuously broadcasts live content to the shop floor.
Experience pods. Discreet spaces where customers can lose themselves surrounded by content that is of specific interest. Each pod supported different content (Sports related, Locally produced and International Movie content). Each pod contains a has a 65” TV, Dolby Atmos surround-sound system.
Content lounge displays. Comfortable displays for lounging and watching content on a variety of devices (TV’s, laptops, mobiles). The customer is in control of the content they watch and have access to the remote control!
Sign up booths. Private booths for sign up and consultation.
Waiting bench. Comfortable bench seating with in-built charging stations means that visitors remain productive, even in line.
Digital sign-up area. Semiprivate area where customers can sign up for and access their personal account via the DStv app.