Transforming the Customer Experience

The newly designed nationwide Comcast Xfinity stores are engaging shopper environments that provide unique ways to experience its Xfinity products and services. This new retail rollout follows the brand’s novel Chicago STUDIO XFINITY store and is designed to tell the Xfinity product family story in a way that’s both easy to navigate and immersive.


The catalyst for redesigning Comcast stores into true retail sales environments—that go beyond just serving traditional cable TV customers—is the addition of mobile phone services to their product offering. The new Comcast Xfinity stores feature a hands-on experience design that tells the story of the complete line of Xfinity’s products and how they’re interconnected using the brand’s XFi service.


The Xfinity store environments and fixtures are designed by FCB Red/Chute Gerdeman, a long-time collaborator and partner with Sparks Retail. Incorporating clean lines and simple forms juxtaposed with rustic finishes and various textural materials, the store’s color palette is warm, highlighted by slightly cool white lighting. Multiple video screens are strategically placed throughout the store to present the complete Xfinity story.


To encourage product exploration, Comcast Xfinity stores are divided into six distinct, yet interconnected, zones:
Mobile
 – mobile phone products and services
X1
 cable TV and Internet services
Connected Home
 – home connectivity, smart home devices and security
XFi
 – Xfinity’s ubiquitous free Wi-Fi service
Integration Lounge
 – showcase for how the various Xfinity products and services work together
Xfinity Business Solutions
 – products and services focused on small to medium businesses 


Each zone has its own unique vibe while maintaining a similar look and feel with supportive design elements. In the Connected Home zone, customers experience the convenience and security of a truly digitally integrated home system. Customers are invited to take the system through it’s paces from locking and unlocking a mock “front door” to using X1 to view several security feeds from cameras placed throughout the store.  

Fixtures for all Comcast Xfinity stores are custom-made including furniture, light boxes, display elements, merchandising hardware, decorative accessories, and props. The stores purposely exclude signage in windows—the goal is to entice customers to come inside, learn about and experience the products for themselves. Large towers fitted with giant HD screens are focal points in each store and draw customers in with video content of the latest Xfinity products and services. These state-of-the-art displays are the perfect spot in the store to begin the customer journey or to engage store staff.


“We want to inspire shoppers visually, and so each zone is outfitted to look like a home environment and make it easier for visitors to imagine how it would look in their own house, as well as see how the products work together to provide a whole home solution,” says John Giacomazzi, Comcast’s VP of Retail Merchandising & Design, the lead designer for the new store concept.


  • Rollout of 80 new, interactive Comcast Xfinity retail stores across the country in 2018 and 2019, with another 50 planned in 2020
  • 4,000 sq. ft. store experience
  • Fresh store design including 6 interconnected product areas
  • Custom integrated merchandising displays and product support system
  • Immersive and engaging Connected Home zone section
  • State-of-the-art display towers at the center of each store


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