Let's Talk
Let's Talk
Home | Our work | Proximus: From Stores to Screens, 20 Years of Retail Evolution

Proximus

For over two decades, Altavia has partnered with Proximus, Belgium’s leading telecom and ICT provider, to shape its retail experience across the country. With 132 branded stores and over 6,700 physical touchpoints, the challenge has been to consistently modernize Proximus' customer engagement—physically and digitally—while integrating sustainability and user-centric design into every interaction.
Industry
Retail
Business line
New Store
Practice
Digital In Store
Case study
Proximus

For over two decades, Altavia has partnered with Proximus, Belgium’s leading telecom and ICT provider, to shape its retail experience across the country. With 132 branded stores and over 6,700 physical touchpoints, the challenge has been to consistently modernize Proximus' customer engagement—physically and digitally—while integrating sustainability and user-centric design into every interaction.

Context

Founded in Belgium, Proximus holds a dominant position in the national telecom market, with operations extending internationally. Known for deploying the first 5G and fiber networks in the country, the brand has long relied on its retail network, comprising over 130 stores and thousands of touchpoints, to maintain proximity with its 7.5 million annual visitors. Over time, the shift toward digital services, eco-responsibility, and omnichannel customer journeys reshaped the expectations placed on physical stores.

This evolution necessitated a full-spectrum transformation of Proximus’ retail ecosystem, from point-of-sale branding to immersive digital in-store experiences, while continuing to deliver strong commercial results across seasonal and national campaigns.

Our Ambition

We set out to transform the Proximus retail experience into a consistent, engaging, and environmentally conscious ecosystem, reinforcing both sales activation and long-term brand value across all physical and digital touchpoints.

Our approach

Altavia operationalized a wide range of solutions, covering strategic design, production, deployment, and campaign activation in-store and beyond:

  • Store Branding: Design and implementation of signage, storefront visuals, internal navigation, and product displays—including welcome terminals and vertical gardens featuring battery and device recycling stations.
  • Digital Signage: Installation of screens inside and outside stores to promote devices, offers, and seasonal campaigns (e.g., iPhone 16 Pro, Fresh Deals).
  • In-Store Experience: Development of interactive tables and touchscreen walls enabling fiber eligibility checks, visual demos, and 5G education.
  • Packaging & User Experience: Redesign of equipment boxes to contain only essentials, printed locally using plant-based inks. Quick-start guides were printed on sleeves and complemented by a digital manual platform accessible via any device.
  • POS Material: Production of in-store posters, outdoor displays, and flyers supporting app adoption (Proximus+), digital safety campaigns, and product promotions.
  • Campaign Staging: Holiday and thematic decor (e.g., Christmas scenes) across the network to support national campaigns like Black Friday and Flex bundles.
  • Brand Activations: VR experiences such as “Birdly” wingsuit flight simulators and “Koliseum Soccer VR” brought interactivity and fun into selected locations.
  • Eco-Friendly Initiatives: In-store “Green Zones” for refurbished phones, recyclable accessories, and messaging around sustainable device choices.

Let’s talk

Our Results

  • Significant reduction in environmental impact via optimized packaging and local print sourcing
  • Successful integration of promotional campaigns across all physical retail elements
  • This longstanding collaboration continues to redefine telecom retail by blending physical presence with sustainable innovation and immersive customer journeys.
132
Proximus-branded stores supported across Belgium
6736
physical touchpoints managed nationally
7.5
million in-store visits annually
+600k €
annual savings from digitized packaging guides