Despite the fact that recent tendencies show the development of digital technologies, the retail landscape still remains very important. Leading telecommunication companies who create and provide the newest technologies constantly try to demonstrate their products or services by using retail shops, exhibition centres and flagships.
At the same time, customers are prepared to visit retail shops at an appropriate location, get professional assistance from experts and choose/test the innovative product/service before buying it.
The best and most interesting example of this is Apple Stores, where customers of any age or style can make the proper choice for them. This is a place where they can get help, and have got the chance to make the right decision.
There are many directions in designing a retail space. Based on the example of its new shops Geocell will introduce Georgia’s experience to designing a retail space. This new style of office is a part of all of the innovations and world class customer dialogue and service, which is prioritized and empowered by the privilege of being part of a strong group and the leading European telecommunication company, TeliaSonera.
A Brief Historical Overview
Geocell, which has been operating on the Georgian market since 1997, is a member of the Scandinavian telecommunications giant TeliaSonera, which also includes several companies from Europe such as Telia Sweden (Sweden), Telia Denmark (Denmark), Sonera (Finland) Omnitel (Lithuania), EMT (Estonia), NetCom (Norway). From Eurasia TeliaSonera unites seven companies, these are: Azercell (Azerbaijan), Geocell (Georgia), Moldcell (Moldova), Kcell (Kazakhstan), Ucell (Uzbekistan), Tcell (Tajikistan), and Ncell (Nepal).
From 2009 – 2011 the rebranding project was successfully completed in TeliaSonera countries, the aim of which was to unite all member countries under the same concept. Geocell was one of the best examples of the project as it managed to simultaneously implement rebranding in every Customer Touch Point.
Geocell’s service centres were changed in 2009 for the first time to a new and completely different design, which was relatively attractive compared to the rest of the retail landscape at the time. However, the functions of the service centres remained the same and Geocell’s service centres continued to be visited by customers focused on quality of service. And this process continued until the company made changes in this direction as well.
Retail strategy – modern tendencies and the customers’ choice is the driving force of any company’s retail strategy or business strategy in general. At the same time business strategy is closely linked to the satisfaction and improvement of customers’ needs. This process is renewable and constant. To manage this process a company should always follow the tendencies which exist on the market, listen to the voice of the average consumer, and adapt its action plan to the specific environment taking into consideration various micro and macro factors.
The renewed strategy of Geocell that started from 2012 was positively reflected in the sales as well as in the reorganization and reconstruction of the service centres. The company drew out a new action plan based on the current trends in the world, which aims to bring the newest technologies and services and introduce them to customers; to raise customers’ awareness which also means bringing customers to the next level of development.
To achieve this goal Geocell completely changed its sales and service network. Old service centres were closed down and new Geocell flagships (large and multifunctional stores) were opened. Small and medium-sized sales and service centres which are adapted to the new system will extend across the breadth of the country very soon.
The current shape, structure and function of Geocell’s stores are the analogue of TeliaSonera’s Scandinavian countries’ stores. The whole concept is designed based on the instructions of the TeliaSonera brand.
The physical space is divided into so-called functional zones, which vary depending on the different sizes of the stores. Depending on the size of the physical space the zones can be more diverse. In Geocell’s flagship (which is spread over 260 sq.m.) about 10 different functional zones are represented: sales, service, technical innovations, experts, “Geocell Hub”, etc. Customers wishing to find some technological news can get detailed information and help from experts. In the zone of sales and technological innovations the customers are able to test the innovative products themselves. Out of the innovative products available at Geocell stores the variety of the smartphones should be highlighted in particular.
It should also be noted that the concept of new shops also includes different functions for the service staff. The new staff are very friendly, have a fundamental knowledge of technology and are flexible in terms of their service.
Geocell Hub
Geocell Hub is one of the most interesting and innovative zones in terms of marketing. The Hub is a place which is used for different marketing or educational purposes.
Hub zones are only available in large stores – flagships – where there is enough physical space and functions to accommodate them. In Geocell Hub such technologies as Google Glass, Oculus and 4D design projection are being introduced. The Hub is also used for discussing and presenting different interesting projects and products.
People can attend Hub events by registering on Geocell’s Facebook page.
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