X-KOM

x‑kom, one of Poland’s leading consumer electronics retailers, set out to create a new store format that brings together technology, architecture and customer experience. The aim was to offer something customers couldn’t get online, making a visit to the physical store a choice rather than a necessity.

The existing approach to customer service and communication needed to evolve to meet changing shopper expectations, with customers increasingly looking for greater freedom to explore the store and support in making purchasing decisions. Another challenge was to organise communication across a wide product range and address the diverse needs of customers, from specialists to those looking for simple, intuitive solutions.

The project covered the entire process, from strategic concept development and architectural design to customer journey planning, technology consulting and digital communication strategy. We began by analysing leading flagship stores around the world and observing shopper behaviour using our own retail benchmarking methodology. Based on these insights, we developed a new customer journey, a framework for in‑store experiences and a consistent communication concept.

A key part of the project was a digital signage system designed as an integral part of the shopping experience. We developed communication guidelines for individual touchpoints, from the entrance area and product category displays to central points helping customers navigate the store. The project also included recommendations for online–offline integration, audio marketing and a more flexible, customer‑led service model.

Operational efficiency: The new store layout and customer journey improved the organisation of the retail space, adapting it to the diverse needs of shoppers.

Sales support: The communication system helps customers make purchasing decisions, while online–offline integration provides access to x‑kom’s full product range, including items not available directly in‑store.

Brand positioning: The new store format brings together architecture, technology and communication to create a consistent brand experience, laying the foundation for the future development of x‑kom stores.

— Szukaliśmy partnera, który myśli strategicznie i rozumie, jak budować doświadczenie na poziomie „retailu jutra" już dzisiaj. Wspólnie z Nanovo stworzyliśmy przestrzeń kreującą unikalne przeżycia dla klientów, spójne z filozofią x‑kom w obszarze marki i budowania relacji z klientem — Krzysztof Białkowski, Vice President x‑kom.