Rebranding. How to increase sales with new design.

Anfiya ReznikovaHead of trade marketing unit Kyivsar

GSM operator #1 in Ukraine

The first call in Kyivstar mobile network was made on December 9, 1997

Company's customer base amounts to over 26 million in mobile

Company's customer base around 820 thousand in broadband Internet

GSM service provider or

GSM Retailer?

366 Kyivstar stores in Ukraine

What do you think about it? Is it look like GSM store?

What is your emotion? Are they the gadgets experts?

What do you feel? Do you have wishes to choose some gadget here?

That was our past Service center “Kyivstar”

Collection point for complaints

Service oriented center

Support center for current

clients

Who was our clients?

CARE:• Time eaters and source of

not business-likeenvironment

• Need support and care

• Shy, have low expectations

• Tend to agree witheverything they are advised

COMPITENCE:

• Bring money• Don’t want to waist time• Demand high competence• Interested in novelties

TECNOLOGICAL:

• Avoid F2F contacts• Don’t want to wait• Want to be treated as adults• Visits are rather forced and

boring for them

SIGNIFICANCE:

• Expect own significance acknowledgment

• Critical about service level and blame the company in all issues

• Can spend money

15%

12%

18%

20%

8%

28%

Youth

Poor MM

Well-off MM

White collars

Corporate

Retired

Wh

at w

e sh

ou

ld

chan

ge?

How to change

the realty for future??

How to become a mobile store?

How to achieve more?

Ho

w t

o c

han

ge

fro

m s

ervi

ce t

o

sale

s? How to attract the target group of customers?

Can we achieve more with rebranding?

General steps from past to the future

New Kyivstar retail concept was created

by Saffron

New Kyivstar retail concept was

adapted to realty with IDNT and KS

team

Focuses for stores was changed from

service to sales and shopper oriented

model

The first New Kyivstar store was

opened in May 2015

Work on the bugsNew ideas

New concepts

47 stores in new design in 2015

What do you think now?

What is your emotion? Could they help in your choice?

How do you feel?Are you ready to choose some gadget?

The main changes

Kyivstar store- Oriented to shopper- New layout approach

- New design and furniture

Staff- New look and customer

service script- New education approach- New motivation approach

Assortment - New assortment approach

- Bundles and promo- New layout rules for devices

Our first results

NEO DESIGN

OLD DESIGN

41%29%

59%71%

Smartphone Featurephone

NEO DESIGN

OLD DESIGN

72% 63%

28% 37%

Data tariffe Voice tarrife

What next?

New ideas, concepts, approaches to assortment etc.

Это вариант композиции на

предыдущий сюжет.

Сюжет 4b

Thanks

Time for your questions