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In 4 years Apollo has become a market leader not just in book sales but also music, movies, board games and entertainment goods. Opening their first multiplex cinema in Pärnu symbolises the consistent execution of Apollo’s longterm strategy of keeping up with their consumers needs.
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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
MU S T A M Ä E
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
PÄ R N UM
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
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