VMSD - June 2014 - (Page 34)
"These payment centers
were utilitarian ... In fact,
some of the spaces had
bulletproof glass, keeping
customers away from staff."
-Bruce Edwards, Fame
Above Surrounded by
numbered customer
service stations, the
Learning Bar features
an open format.
Right The interactive
IntelligentHome
area showcases
the company's
home security and
management system.
Customers can turn
nearby wall sconces on
or off using one of the
system's features.
34 JUNE 2014 | vmsd.com
And though a household name, being a service
retailer meant store design wasn't high priority.
"These payment centers [were] utilitarian; people
came to pay bills and exchange equipment. In fact,
some of the spaces had bulletproof glass, keeping
customers away from staff. Time Warner Cable's
initiative was to break down those barriers," says
Bruce Edwards, evp/chief creative officer of Fame
(Minneapolis), the branding agency tasked with its
renovations.
The corporation chose a historic, 14,000-squarefoot 23rd Street space in New York's Flatiron District.
Once a Castro Convertible furniture showroom, this
landmark building required the usual hoop jumping:
permission for interior modifications and no façade
alterations, among others.
Now, instead of waiting aimlessly, customers
enter a queuing system by signing in on a tablet. Several interactive areas greet visitors in the open space,
including an oversized 90-inch functional tablet that
provides information about free apps.
At the central Learning Bar, customers build and
purchase cable and Internet service packages on
mounted tablets, while nearby seating fosters passive
engagement. When someone starts interacting with
a display, "it runs a demo, the sound system kicks on
and anyone in that radius looks," says Scott McKeen,
senior director of retail development, Time Warner
Cable. "Now you have five, ten or twenty people's
eyes on this screen."
Queuing screens are further back in the space
near specific destinations, encouraging exploration. To
decrease the divide between staff and customer, hard,
straight counters are now numbered rep stations.
With all these parts combined, customers now
wait an average of 4 minutes versus 20.
Human interaction keeps a balance, too: Customers are called verbally to stations by representa-
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Table of Contents for the Digital Edition of VMSD - June 2014
VMSD - June 2014
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Bohemian Rhapsody
Behind the Red Door
Good Timing
Male Call
New Heights
Showroom
Ad Index
Checking Out
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