The new holpe+ store shown here is a market segmentation of holpe, the leading telecommunication retailer in Guandong Province, China. Currently operating more than 300 locations the parent brand, holpe, is primarily product-driven and offers little in the way of retail experience. It has, however, some clear core competencies and advantages, not least of which is a reputation for excellent customer service. These competencies could not be lost in holpe+ but brought forward and strengthened.

rkd retail/iQ, the designers of the new brand, explains, “holpe+ was created as a market differentiation and brand building segmentation format for Holpe. An extraordinary assortment of mobile technology, accessories and telecom and customer services were all combined within a wholly targeted to key customer groups: fashion and business. The marketing strategy is based on an edited assortment and superior services, and not price. The real estate strategy of Holpe had been on the high street and had not yet had moved inside the upscale shopping centers. Retail developers who were previously not accepting of the Holpe retail concept in their developments have all expressed keen interest the new holpe+ format.”

The design of holpe+ incorporates cutting-edge, interactive technology into key fixtures, enabling customers to enhance their mobile service on an ongoing basis through touch screens and wireless connections. Customer service is further improved with the introduction of the “plus club”. This area within the store offers “chill” and “download” zones as well as complete customer service.

A dramatic, sculptural feature wall stretches from the entrance to the rear of the store and holds new merchandise and integrated business solutions.

rkd retail/iQ was responsible for the strategic brief and all creative expressions including name generation, brand and environmental graphics, retail planning and design, and is currently rolling out the program across multiple locations in southern China.