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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.
Megafon Russia
Executing a successful telecom brand and store design strategy in today's increasingly complex landscape requires excellence in every retail aspect. The executive management team at MegaFon, Russia's second-largest telecom operator based in St. Petersburg, recognises that retail is all about detail. To enhance their retail strategy, they have partnered with CampbellRigg to help shape the retail formats of the future.
Telecom retail operates within a compact environment, necessitating a skilled workforce to deliver high-touch sales and brand consultants who can craft valuable brand assets and highly profitable retail formats. The relationship between telecom providers and consumers has become more intricate and multifaceted, with various brands influencing customers' wireless experiences. To maintain relevance and secure long-term loyalty, traditional retail stores must evolve, balancing customer acquisition and retention with fostering deeper, emotional connections.
The in-store experience remains a crucial touchpoint in the telecom operator-to-consumer relationship. Our collaboration with MegaFon focuses on developing brand loyalty that extends beyond the initial customer engagement, which has traditionally centred on accessory sales and support. This approach aims to create lasting relationships throughout the ever-changing technological lifecycle. While store branding and location continue to play a vital role in customer acquisition, the in-store experience is shifting. Retail branding, design, and merchandising systems are increasingly becoming integral to the entire customer journey—from initial evaluation and setup to ongoing service and maintenance.
Telecom operators face a common dilemma in structuring their retail strategies, which often depends on market structure and the type of operator. In response to the evolving market landscape, MegaFon’s executive team tasked us with optimising their retail footprints, introducing margin-enhancing product categories, and improving the efficiency of their point-of-sale systems.
We identified five format footprints for the development of MegaFon's retail brand strategy, each designed to enhance customer engagement and drive sales.
The images featured in this article showcase one of our design formats developed in collaboration with MegaFon’s executive management.
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