How is changing retail landscaper for Telco? What are the opportunities and threats? What the challenges? A glimpse in the future of Telco Retail and some international case studies (Verizon, Apple, Three, O2).

1. RETAIL TRANSFORMATION
How sales landscape is changing in Telco Channel

2. WHAT IS YOUR RETAIL STRATEGY?

3. Telco Retail stores have increasingly important
role and opportunities to play
> Shift towards service and engagement
> Educate Customers to new emerging services such as
multiplay,VR, connected home, Internet of Things
> Create a more approachable, trustworthy and emotional
relationship with Consumers
INSPIRE CUSTOMERS WITH NEW TECHNOLOGY
Trends and changes in Retail landscape are
affecting Telco high-street channels
> Slower rate of Smartphone innovation and replacement
> Strong growth of SIM-only plans and SIM-free channels
> Customer well-informed about Smartphone
> Competition from Online Channel
> Competition from Consumer Electronic stores
Out with the OLD In with the NEW

4. Apple Retail Store

5. Genius Bar
Workshops and LearningYouth Programs
Reuse & Recycling Financing
Apple Business seminars
NOT ONLY PRODUCTS
Touch & Try Connectivity 3rd Party accessories

6. The store become one with the community

8. Apple Union Square in San Francisco is the first of a new generation of “Global
flagship”:anchored in the center of communities, it contain new features
designed to give the atmosphere of a town square where people can meet,
learn, be entertained and inspired:
The Avenue
The Genius Grove
The Forum
The Plaza
The Boardroom

9. The Avenue was inspired by the window displays
along a boulevard that change with the season.
Each interactive window features themed content
designed to allow customers to explore and
discover.
The Avenue is staffed by a new store team role
called the Creative Pro. Experts in the creative and
liberal arts, Creative Pros offer advice and expertise
to customers including recommendations on third
party accessories, many of which are exclusive to
Apple.

10. The Genius Grove is the evolution of service in
Retail stores. Customers work side by side with
Geniuses in a flexible environment featuring a new
table and seating layout positioned under a
canopy of local trees — in the case of Apple Union
Square, Ficus Nitidas.

11. The Forum is a gathering space to educate,
entertain and share ideas, a space for the
community to come together. Anchored by a 6K
video wall and new flexible seating, the Forum is
home to new dynamic programming called“Today
at Apple”.This new series includes events with
creative professionals, developers, performers and
educators intended to inspire and help customers
get the most from their Apple products.

12. The Plaza is a vibrant outdoor gathering space for
the community. Open 24 hours a day and featuring
public Wi-Fi and seating,The Plaza moves“Today at
Apple”outdoors with a regular weekend series of
performances from local artists. Apple Union
Square’s Plaza features a green wall and sculptures
by local San Francisco artists.

13. The Boardroom is an intimate space staffed by
the Retail Business teams and designed to
showcase product solutions for entrepreneurs,
developers, and other small and medium business
customers.

14. SHIFT FROM SALES TO SERVICE
US and UK retailers are leaders in bringing new thinking to mobile retailing:
Verizon Smart Stores
O2 new concept store
Three discovery stores

15. CASE 1. VERIZON SMART STORES

17. “Verizon’s Smart Store design was created to enrich the customer
experience by showcasing how wireless technology can simplify and
enhance our daily lives.. By creating a new shopping experience
punctuated by highly trained zone specialists and an integrated in-
store and online shopping experience, we are forever changing the
mobile retail experience.”
Erik Lee, director of retail sales for Verizon Wireless

18. Verizon’s concept store blurs the line between online virtual experiences and
traditional retail to provide a reason for consumers to visit a physical store.
Verizon’s Destination Store creates engagement by turning the store into an
interactive playground designed to engage and educate about how technology
can enhance day-to-day life.The store uses a combination of interactive
technologies like digital signage and video walls.
Smart Stores showcase the same mobile lifestyle zones
as the Destination Store but on a smaller scale.

19. Verizon has built its reputation on innovation.The new
store design want to show this attitude.From the front
door, you see the impressive monolith and modern
pedestal merchandisers featuring the newest and most
innovative products.The new store brings in a crisp
modern aesthetic, which is reinforced by the lifestyle
videos and relaxed photographic style that reflects how
people live today— with technology seamlessly
integrated into daily activities.
SHOWCASING THE FUTURE

20. SMART ZONES
Verizon’s Smart Store retail concept showcases numerous
interactive Lifestyle Zones for customers to engage with
specialists and experience hundreds of smart accessories,
gadgets, apps and services. Digital screens show products in
action, inviting the customer into the experience.
These Lifestyle Zones include:
Get Fit – tech gear for the active sports and fitness buff
Amplify It – numerous Bluetooth speakers and more for the
music aficionado
Home and On The Go – devices for home monitoring and
energy management
Power – all different fun color power accessories
These area allows for mass merchandising of accessory product,
along with compelling storytelling around lifestyle and product
innovation.Visually these areas are important destinations
throughout the customer journey, and can house both digital
and traditional communication elements

21. Verizon offer dedicated Wireless Workshop area
with both one-on-one and group education
opportunities for new and existing customers in a
relaxed and social space.The goal is to help people
explore capabilities and gain confidence as they
navigate their devices.
Wireless Workshop Area inside the store serves as a
location to host these workshops or educational
events:
• Digital screen contains content that supports
workshops, and can also be used by associates to
mirror devices
• Outlets for customer charging are available
The workshops list is available online:
https://www.verizonwireless.com/stores/workshops/
SHOP. LEARN. EXPLORE.

22. CASE 2. O2 CONCEPT STORE

23. INSPIRE CUSTOMERS WITH NEW TECHNOLOGY
Inspire customers with new technology
Create affinity with O2 brand
Customer experience and engagement
Employees incentive on service (not on sales)
2stores - London, Manchester
3xstandard sizes - 200 mq
Ambience Friendly tech
Opened January 6, 2016

24. O2’s new store concept radically re-thinks the nature of telecoms retail,
inviting customers – whatever their network – to interact with the store in a way
that suits them.Whether working remotely at the large community table with a
complimentary coffee, hearing about the latest local music events or taking a
workshop with an O2 Guru, it’s a relaxed, agile and social home from home.

25. Store entrance with inspire zones with changing
themes that give customers a chance to
experience new technology (e.g.VR, connected
home, gaming, music, etc.)

26. Relaxed environment - The interior takes
elements of rough and ready retro and combines
them with hi-tech

27. Communication walls with live information and
tech-promotion and branded vendor area with
touch&try of SMP and Tablet

28. Lounge area with wireless charging station,
technology magazines, complimentary drinks

29. Separated areas dedicated to phone repairs,
contract problems, etc. Offer Learning experience
through ad-hoc seminaries for small group

31. CASE 3. TRHEE UK DISCOVERY PROGRAM

32. “We had a thought.
What if we created somewhere for people to
come, have a cuppa and ask us anything
about mobile technology.
Absolutely anything.
Then what if we went a step further.What if
we opened our doors to the community. A
program of learning to inspire local schools,
clubs, and organizations. Or, anyone in fact.
No catch. Just somewhere for people to
come.To explore.To learn.To enjoy.
And maybe have that cuppa.
Discovery. With Three.

33. For you.
Our sessions are free.We'll help you explore
mobile technology and how to get the best
from your device, whether it be social media, or
troubleshooting clinics.We're always open to the
idea of new courses, so if there is something you
want to know more about, get in touch.
For schools and community
groups.
We’re keen to get the next generation interested
in all things digital.Whether it’s Pinterest,
Facebook or even supporting schools with
curriculum-based projects.We’re open to groups
in the community too, get in touch for a chat
about how we can help.
For local businesses.
Our sessions encourage skills that can
help your staff, such as basic social media
usage for businesses. If there’s something
specific you need, drop by and let us
know.We’re always keen to look at
offering new courses.

35. stefano.catracchia@gmail.com
THANK YOU