VODAFONE GOES LOCAL

Vodafone intends to redesign 100 stores in key locations across the country by April 2007 with new localised signage and a revamped in-store customer experience.

The first store to be given the treatment is the newly rebranded ‘Vodafone Cheltenham’.

Other store innovations include ‘Q-Management’, a tool to identify a customer’s enquiry and resolve it quickly. Store layouts have been re-jigged to feature express areas at the front to sell items such as phone covers and e-top-up cards and dedicated help areas at the back of the stores for customers to receive advice about their phones and tariffs.

Vodafone will also isolate specific sections for business customers and install working handsets, in place of the traditional dummy models. Vodafone also promises to be less liberal with the use of its blood red brand colour in store.

“This investment ensures Vodafone will differentiate itself on the high street and strengthen its position as revenue market share leaders,” said Vodafone UK director of commercial operations Ian Shepherd. “This new retail experience will allow new customers to trial services such as mobile TV and will support and serve existing customers by giving them the help
they need.”

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