HelloTV is the only TV specialist in the Netherlands. The retailer is fully committed to personal contact and advice. HelloTV is an official dealer of the top brands. Audio equipment (by leading brands) that make the TV experience even more intense can also be found at HelloTV. The products are offered both online and in the shops. HelloTV is always the first to have the latest innovations in TV and audio. The 150 specialists think, dream and are TV. This makes the retailer truly different from the rest.

Our assignment was to develop a new store concept and design and to further shape HelloTV's powerful positioning.
For their newest store in Tilburg, the focus was on blending online shopping with the in-store experience. We developed this new concept because of the firm believe that having a good, personal conversation is the best way to help every customer find the perfect TV for their needs.

The shop as a tool for personal conversation

At HelloTV, specialists live and breathe TVs. They understand the vast array of options better than anyone. The new shop concept stems from the belief that a personal conversation is essential for every customer to find the perfect TV. With this in mind, we’ve optimized the in-store journey to benefit both customers and advisors.

To further shape HelloTV's powerful positioning. With the largest range of well-known brands like Samsung, Sony, LG and Philips. In this new concept, we reinforced this powerful positioning by putting the customer journey at the centre, creating the right balance between the experience of these brands and the expertise of HelloTV.

encourage interaction

This has led to a revitalized shop layout designed to encourage interaction, featuring various service areas and a prominent service counter. Positioned behind this counter is a dedicated workspace for employees assisting online customers, bridging the gap to HelloTV's online platform.

By focusing on the employee and making HelloTV's expertise visible through in-store elements, we reinforced HelloTV's authority. In the design, the distinction between the brands and the expertise of HelloTV was further extended. By creating clear spots in the shop for HelloTV, including the service desk and the central coffee point. With the addition of materials and colours, these spots have been given a recognisable HelloTV look and feel.

Other notable features of the new shop include eye-catching "wow spots" showcasing HelloTV's TV expertise and the latest innovations, along with an in-house sound studio where customers can experience superior sound and TV quality.

Spatial translation identity HelloTV

The materialisation and use of colour in the shop is a translation of HelloTV's brand identity in which openness, friendliness and accessibility are central. Natural materials have been added to the distinctive black and yellow to give the shop a personal yet powerful and convincing character.

Instore communication has also been revamped to inform, inspire and connect customers. Among other things, new instore elements were developed to take customers through some of the technical aspects surrounding the purchase of a new television.

Erik Jan Koense (director of marketing & e-commerce at HelloTV): "With this new shop, we aim to be not only a place where customers buy televisions and accessories, but a place where they are helped personally and receive advice and service that only HelloTV can offer," and "HelloTV's new shop in Tilburg is the first shop where we are rolling out our revamped shop concept from scratch. Our vision and branding has been consistently implemented in detail. In the living room-like setting, customers can experience a real TV experience. We are convinced that the revamped concept will help us achieve our objectives and strengthen our position as the authority on TV in the Netherlands."