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Sprint was conspicuously absent in a crucial retail channel, the shopping mall, where wireless was showing an increasing presence.  Asked to develop an experience that was notably differentiated from the melee of push carts and booths that are so prevalent, the resulting kiosk is a compact version of the branded retail store that enables Sprint to significantly expand its retail reach, and accelerated their retail business.

The appearance of the kiosk is a physical embodiment of Sprint brand core elements, which include the use of white color with red accents and large lifestyle imagery in print and video to create a visual draw and intrigue. Designed to meet the needs of sales associates and consumers, the kiosk provides a condensed consultative selling environment that incorporates tools and messaging used in larger Sprint retail environments.  Providing an open, inviting and differentiated wireless retail channel where it is easy to shop, easy to understand and easy to buy, the kiosk assists sales personnel by readily displaying key benefit information for the variety of Sprint products and services. 

The open, modular design of the kiosk meets stringent cost parameters, tenant criteria and merchandising requirements allowing it to be deployed in a variety of configurations depending on the shopping mall real estate available.  This attribute allows Sprint to gain the cost effectiveness of higher volume manufacturing while ensuring that the components they build will be used. Similarly, as kiosks are enlarged or relocated, the modularity ensures that components can be reconfigured for other locations or layouts.  It also allows national and independent retailers who sell Sprint’s wireless services the ability to offer customers the same brand experience as a Sprint store. Its flow-through floor plan visibly differentiates the kiosk from other wireless competitors.  

First installed in fall of 2004, 500 kiosks are planned to be rolled out nationally over the next three years.