Apollo!Service design 2014

Background

Back in 2009, Apollo was a chain of 7 book shops. It was a part of a group of companies, along with Filmipood video store, Videoplanet rental, Forum Cinemas, R-kiosk chain, Lehepunkt magazine retailer etc. The was no synergy or evident connection between sister companies.

Apollo in 2009

What was the underlying problem?

Bookstore business models were becoming obsolete. The online world was changing the way people bought and used entertainment.The service concept needed to be redesigned to be consistent and sustainable, meeting the customer's evolving expectations.

Implementation of the new concept

Concept layout for Apollo store, 2010

Coaching the client's team to reach common goals

Auditing the services and business models of the group's companies

Developing a new service model

Developing new services and products

Designing a new retail environment along with Apollo identity upgrade for the new flagship store

Mapping different customer journeys and expectations

Modelling new future scenarios

Insi

ghtDiscover Define Develop Deliver

THEFUTURE

OFBOOK

SHOPS?

THE DESIGN PROCESS

Entertainment and lifestyle Street level retail B2B

How it was achieved

1.2. 3.

4. 5.

Interviews with stakeholders – management, staff, contractors, customersVisual prototyping and modelling of new businesses and environmentsCooperation with interior designers, assortment management,business development, sales and HR unitsInternal communication to engage all staffDirection and supervision of the new service concept’s execution

MU S T A M Ä E

K E S K U S

PÄ R N U K

R I S T I I N E

PÄ R N U

K E S K U S

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K E S K U S

KR I S T I I N E

E L A M U S P O O D E L A M U S P O O D E L A M U S P O O D

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U S T A M Ä E

New service concepts and modelsprototyped and launched

Measurable success

• Rautakirja group brands restructured — every unit started making profit• Besides books, Apollo is now the market leader in music, video and board game sales• Multiplex launched in Pärnu denotes Apollo's long term strategy of moving closer to consumers• Lean management and structure introduced• Profits reinvested in the further development of the service concept

Apollo today