To increase sales and enhance customer experience TeliaSonera launched a new store concept initiative. TeliaSonera approached Doberman to help them innovate how the customer journey could be improved and how digital touchpoints could play an vital role in that ambition.

What we did

To fuel a new concept Doberman performed a range of field studies at the TeliaSonera stores to define best practices and customer needs. Together with technical feasibility analysis the findings where the basis for a new concept that defined key touch points in the store. Doberman designed the digital touch points and worked in close collaboration with the hardware suppliers to implement the concept. In our work we also supported the store architects in how the basic store layout, such as the placement, layout and function of the cashier desks, with integration of digital services that support sales staff.


TeliaSonera’s Next Generation Store Concept was launched in the spring of 2010 and customer evaluations instantly showed that they experience the store as more focused on the their needs. The store have seen an increase in sales and decrease in waiting time.

  • “Our field studies to identify key customer needs and behavior became central to the final concept and how it was designed.” Klas Thorsén
    Design Director, Doberman
  • 164.4

    million subscriptions in TeliaSonera's network world wide


About TeliaSonera
TeliaSonera is Europe’s 5th largest telecom operator. They offer services in the Nordics, Baltic countries, Russia and Turkey, to mention a few.

Want to know more?
Call Magnus Bergmark, Account Director, at +46-(0)8-410 352 29 or send an email.