Telecoms retail is a small box environment that requires a skilled labour force to execute a high-touch sale and brand consultants who are expert in creating brand assets and highly profitable retail formats.

CampbellRigg’s Expertise in Telecoms Branding and Design

The competition has arrived. Over-the-top (OTT) players, offering apps and streaming content directly to consumers over the internet, have gained substantial dominance, even in core communication services like messaging and voice. Platforms like WhatsApp, Viber, and Apple’s iMessage now account for more than 80% of all messaging traffic, while Skype alone handles over a third of international voice traffic minutes. As a result, many telecom carriers are experiencing steep declines in revenue from basic communication services, with SMS messaging revenue down by as much as 30%, international voice by 20%, and roaming by 15%. Coupled with fierce competition and slow industry consolidation, these trends have resulted in shrinking average revenue per user (ARPU), sluggish revenue growth at best, and increasingly narrow profit margins.

In response to these challenges, Tele2—one of Russia's largest telecom operators, headquartered in Moscow—turned to CampbellRigg, a leading expert in telecom branding and retail design, to develop a future-proof brand strategy for their retail formats.

Designing the Future of Telecom Retail

Telecom retail design, often defined by small-box environments, demands a specialist brand consultancy capable of crafting compelling brand assets and designing profitable retail formats. With deep expertise in the sector, CampbellRigg identified three key retail formats for Tele2’s future development:

• Flagship stores (200-150 sqm)
• Standard stores (50-70 sqm)
• Kiosks in shopping malls

Each format was meticulously designed to enhance brand visibility, drive customer engagement, and maximize revenue opportunities.

Elevating the In-Store Experience

The in-store experience plays a pivotal role in the relationship between telecom operators and consumers. CampbellRigg’s work with Tele2 focuses not just on attracting new customers but also on fostering long-term brand loyalty throughout the evolving technology lifecycle. Our design approach integrates accessory sales, customer service, and ongoing support to create a seamless customer journey.

As physical stores remain crucial for customer acquisition, the role of in-store branding has expanded—encompassing everything from initial device setup and service activation to long-term support and maintenance.

A Strategic Approach to Retail Transformation

Many telecom operators face a critical dilemma when structuring their retail strategy. The optimal approach depends on market conditions and competitive positioning. In this shifting landscape, Tele2’s executive management entrusted CampbellRigg with optimizing their retail footprint, introducing high-margin product categories, and enhancing point-of-sale efficiency.

The images accompanying this article showcase one of the innovative retail concepts developed by CampbellRigg for Tele2’s leadership team.

Benchmarking Success in Telecom Retail

At CampbellRigg, our process of continuous renewal enables us to benchmark and implement best-in-class retail trends across diverse global markets. Our experience in telecom branding and retail design positions us as the go-to consultancy for operators looking to elevate their retail presence and customer experience.

Are you ready to transform your telecom retail brand, store design, or digital and social media strategy? Contact us today to explore how we can help you stay ahead in an evolving market.