Client Services - Telecoms Branding
We build brands designed to transform markets.
Innovative. Relevant. Memorable.
We develop engaging and immersive retail environments that redefine how customers interact with your telecoms brand.
How do you make your mobile phone smarter? Turn up the brightness.
CampbellRigg Agency offers a comprehensive range of business services designed to meet the unique “phygital” branding and design challenges of telecom retail brands. With a strong track record of delivering award-winning projects, we craft innovative solutions that align with the strategic goals of leading telecom providers. Our expertise enables management and marketing teams to define and communicate compelling value propositions, ensuring their offerings stand out—whether through product assortment, customer experience, or technological advancements.
Our work with Megafon and Tele2 in Russia exemplifies our ability to transform telecom retail environments. From developing immersive, customer-centric store designs to refining brand identity across multiple touchpoints, we have helped these brands establish a strong market presence. Our strategies focus on creating seamless, recognizable brand experiences, integrating both physical and digital retail channels.
To further illustrate our approach, we showcase our work on Tele2’s retail branding and design development, highlighting how we enhance brand consistency, customer engagement, and competitive positioning. Through strategic branding materials, guidelines, and tailored design concepts, we ensure our clients maintain a distinctive and impactful brand presence in the ever-evolving telecoms sector.
The first step:
The benchmark stage of a project is the catalyst and first step in a process of unification of ‘market research guidelines’ design across continents.
To help predict future telecoms retail trends, we begin by researching the market. Looking at historic and present-day telecoms brands and store design concepts. This is an essential task prior to beginning the design phase.
Benchmarking the AT&T Addison store in North Texas and SK Telecom's T Premium Store, both aim to enhance customer engagement through innovative retail environments, yet they employ distinct design philosophies.
AT&T Addison Store:
The AT&T store at 5100 Belt Line Road in Addison, Texas, was among the first to feature a design focused on reflecting customers' mobile lifestyles. The store is organized into three interactive zones:
Connected Experience Zone: Showcases lifestyle vignettes demonstrating how products integrate into daily life, covering categories like music, home security, and entertainment.
Community Zone: Features community tables that provide an open space for customers to explore apps, accessories, and devices, facilitating hands-on interaction.
Explore Zone: Displays AT&T's diverse device line-up and accessories, complemented by digital monitors providing product information.
This layout eliminates traditional retail counters, opting instead for round, café-style learning tables. Retail consultants equipped with tablets assist customers throughout the store, enhancing personalized service. Digital signage and interactive video monitors replace printed brochures, allowing for dynamic information sharing.
SK Telecom T Premium Store:
The SK Telecom T Premium Store in South Korea focuses on brand differentiation by addressing consumer needs from their perspective. The design aims to overcome limitations of existing stores by analysing customer insights and aligning with SK Telecom's brand values. While specific interior features are not detailed in the available sources, the emphasis is on creating a space that reflects new consumer trends and offers innovative experiences.
Benchmark Differences:
Design Philosophy: AT&T's Addison store emphasizes an interactive environment tailored to the mobile lifestyle, with distinct zones facilitating specific aspects of product engagement. In contrast, SK Telecom's T Premium Store focuses on brand differentiation through consumer-centric design, aiming to meet new consumer trends and needs.
Layout and Interaction: AT&T's store features defined zones and replaces traditional counters with learning tables, promoting side-by-side interactions. The SK Telecom store's layout design is driven by customer insights to create innovative spaces.
Technological Integration: AT&T integrates digital signage and mobile point-of-sale systems to enhance the shopping experience. While specific technological features of the SK Telecom store are not detailed, the design aligns with SK Telecom's brand values, potentially incorporating advanced technologies to meet consumer expectations.
In summary, both stores aim to redefine customer interaction within telecom retail spaces but approach this goal through different design strategies: AT&T focuses on creating interactive, lifestyle-oriented zones, while SK Telecom emphasizes consumer-driven innovation and brand differentiation.
Executing a new concept after benchmarking:
Tele2 is one of Russia's top three mobile telecom operators. The executive management team engaged our creative design specialists to optimise their retail presence by introducing new visual merchandising solutions for product categories that drive margin growth and enhancing point-of-sale efficiency.
Telecom retail design, typically characterised by compact formats, plays a vital role in customer engagement. Tele2’s management identified three strategic store formats for future development: flagship stores (200-150 sqm), standard stores (50-70 sqm), and kiosks within shopping malls.
The in-store experience serves as a crucial touchpoint in fostering the telecom operator-to-consumer relationship. Our collaboration with Tele2 prioritises not only customer acquisition but also building long-term brand loyalty through every stage of the technology lifecycle. This approach is supported by accessory sales, ongoing customer service, and technical support. With physical stores continuing to play a key role in attracting new customers, Tele2’s retail experience has evolved to encompass every step of the customer journey, from initial setup to ongoing service and maintenance.
Tele2 Russia Brand Strategy Attributes:
Simplicity and Transparency: Tele2 prioritises clear, straightforward offerings with no hidden fees or complex terms, establishing itself as a customer-first brand.
Affordability: Known for competitive pricing, Tele2 appeals to budget-conscious customers while maintaining high service quality.
Innovative Communication: The brand’s bold and unconventional marketing campaigns, often infused with humour, resonate with a younger, dynamic audience.
Customer-Centric Services: Flexible tariffs, user-friendly digital solutions, and responsive support underline Tele2’s commitment to meeting customer needs.
Challenger Brand Positioning: As an industry disruptor, Tele2 challenges market norms with superior value and flexible options.
Focus on Digital Transformation: Significant investments in mobile apps and self-service platforms enhance convenience for tech-savvy users.
Localisation: By tailoring offerings and marketing strategies to regional markets, Tele2 ensures relevance and cultural resonance across Russia.
This strategy enables Tele2 Russia to differentiate itself in a competitive market, appealing to a wide array of customers and solidifying its position as a leader in telecommunications innovation and customer satisfaction.
