Ziggo is the biggest provider of cable services in the Netherlands. Sales are made through a network ofdealers. In order to get closer to consumers the decision was made to explore the option to start a direct retail channel. DAY was charged with this project, which included three phases:1. Explore feasibility and research into different options.2. Create a retail business model.3. Develop a retail concept and design.Ziggo, being the last brand to enter the telecom retail market, had a great opportunity to set a new benchmark. Within telecoms, all retail formulas offer similar products and services. Ziggo had the chance to set itself apart from the rest with fresh ideas and innovation.

We developed the Ziggo Studio - the place where consumers meet Ziggo’s content, service and products.

The brand’s activation is at the forefront of the store with a lively mix of events in the field of service, sales promotion and content. Live recordings, meet and greets and workshops are combined with sales and service, building a unique relationship with consumers and manifesting long-term brand loyalty. The interior design reflects a studio style and shares in Ziggo’s flexibility, making for an easy environment to develop and update. This flexibility fits in with the changing pace of this industry.

The process resulted in an innovative business model through which Ziggo teamed up with large broadcasting companies to jointly offer a unique blend of service, sales and content. The first pilot store opened early 2010, and roll out is now in progress. Qualitative and quantitative results all exceed expectations.