Operators’ strategies for retail stores: ten case studies and analysis

This report studies the different approaches that ten operators have used to reinvent their retail store strategy. The report also offers recommendations for retail and strategy teams within telecoms operators that are seeking to learn the best practices for enhancing customers’ in-store experience as well as for integrating their physical stores with their online channels. It is based on Analysys Mason’s internal research and interviews with retail and strategy teams within telecoms operators.

Questions answered in this report

• How are telecoms operators enhancing their retail store strategies in an era in which customers can perform many functions online?
• What approaches can operators take to improve their in-store experience for visitors?
• What innovative technologies and digital solutions are operators implementing in their retail stores?
• What new services are operators offering in their retail stores?
• What tactics can operators employ to boost store traffic?

The following companies are included as case studies

• Deutsche Telekom (Telekom) (Germany)
• e& (the UAE)
• EE (the UK)
• Iliad (Free) (France)
• KPN (the Netherlands)
• Movistar (Spain)
• Singtel (Singapore)
• SK Telekom (South Korea)
• Swisscom (Switzerland)
• Virgin Media O2 (VMO2) (the UK)