Oskar’s reputation for high quality at low prices helped it to become the Czech Republic’s third largest mobile phone operator in just four years.

However, the company was keen to move away from its low-cost positioning and drive more business through its high street retail outlets. Although a well-known brand, Oskar believed its values and strengths weren’t being properly articulated through its stores, and the company decided to engage an outside agency to address the problem.

Oskar grew very quickly, initially on a low price positioning,’ explains Steve Poulin, Oskar’s senior consultant for brand experience and environmental design. ‘But as our business evolved, we needed to attract higher value customers, and it soon became evident that our retail outlets weren’t living up to the brand’s promise.’

Oskar凭借其“高品质，低价格”的经营理念在短短四年里成为了捷克第三大移动电话运营商。

然而，公司急于从低价战略中走出来，通过其高街零售商店扩展业务。 Oskar认为其品牌价值和优势没有很好的在已有的零售商店设计中体现出来，所以，公司决定聘请外部机构来解决这些问题。

“Oskar 最初凭借“高品质，低价格”的经营理念成长得非常快，”Oskar的品牌体验和环境设计高级顾问史蒂夫 保林说道。“但我们的业务扩展了，需要吸引拥有更高价值的消费者，很快就会发现，现有的零售商店不能满足品牌承诺的需要。

The chosen idea was to structure each shop as a home, with stores divided into four distinct areas: the garden around the shop window, for displaying seasonal and promotional ideas; the lounge, where staff could chat to customers; the kitchen, where mobile solutions could be pulled together; and the study – a business area for larger stores. ‘Our starting point was that every home is different and used differently, so each Oskar ‘home’ would be tailored to meet the needs of the space,’ explains Daun.

被选中方案的理念是把每个商店建造得和家一样，分为四个截然不同的区域：用来展示季节性的和促销理念的围绕着窗户的花园；工作人员可以与顾客交谈的休息室；移动问题可以得到集中解决的厨房；规模较大的零售店拥有的商业区域——书房。“我们的最初的想法是每个家都是有不同的用途，使得Oskar的订制“家”可以满足空间的需要。

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