Tele2

Trends in Smart Telecoms technology retailing

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.