RETAIL TRANSFORMATIONHow sales landscape is changing in Telco Channel

WHAT IS YOUR RETAIL STRATEGY?

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

Apple Retail Store

Genius Bar

Workshops and LearningYouth Programs

Reuse & Recycling Financing

Apple Business seminars

NOT ONLY PRODUCTS

Touch & Try Connectivity 3rd Party accessories

The store become one with the community

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 AvenueThe Genius Grove

The ForumThe Plaza

The Boardroom

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.

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.

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.

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.

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.

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

CASE 1. VERIZON SMART STORES

“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

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.

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

SMART ZONESVerizon’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

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.

CASE 2. O2 CONCEPT STORE

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)

2 stores - London, Manchester

3x standard sizes - 200 mq

Ambience Friendly tech

Opened January 6, 2016

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.

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.)

Relaxed environment - The interior takes elements of rough and ready retro and combines

them with hi-tech

Communication walls with live information and tech-promotion and branded vendor area with

touch&try of SMP and Tablet

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

Separated areas dedicated to phone repairs, contract problems, etc. Offer Learning experience

through ad-hoc seminaries for small group

CASE 3. TRHEE UK DISCOVERY PROGRAM

“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.

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.

stefano.catracchia@gmail.comTHANK YOU