Page 1

Mobile Retail Special 310316

Retail Special Evolution of the retail environment Mobile retailers are having to plan for a very different future. As the types of services and products in store change, so must the physical environment and how staff operate By Zak Garner-Purkis Mobile phone retail has changed a lot in the past couple of years, both in terms of physical location and staff approach. We’ve gone from stores with walls of plastic models and tills to open-plan locations with mobile points-of-sale. Staff have changed from working in commission structures wearing shirts and ties to being rated on customer service, and selling in company polo shirts. This is only the start, however; mobile retail has lagged behind other industries in creating experiential-based shopping experiences. The internet is changing how businesses interact with the customer and is redefining how mobile phone companies view their large retail portfolios. Not only that, but the types of products and services sold within the modern mobile phone store is set to change dramatically. We’ve already seen the first tentative steps from retailers looking to introduce wearables, tablets and virtual reality. This range will only become greater and more diverse. Ensuring that retailers have the right kind of staff trained in the correct way to operate in this new environment is absolutely critical. The differentiator in any physical point of sale is the interaction the customer has with the salesperson, and their ability to communicate the technology to the public has never been more important. Time for a redesign Typically, the smaller size of stores has been a limiting factor for retailers when it comes to layout. The need to maximise space often led to limited physical environments and formulaic designs. We get as much footfall coming in with service needs as we do with sales needs. So the recruitment process has been changed to look for people with these skills Steve Lavery, head of customer experience insights, EE www.mobiletoday.co.uk 31 March 2016 mobile 5


Mobile Retail Special 310316
To see the actual publication please follow the link above