5/25/2011 11:38:00 AM
Fonehouse unveils brand makeover
Fonehouse is launching a brand refresh, adopting a more defined look throughout its retail estate. The move comes after retail guru Mary Portas called for a brand overhaul on Channel 4's Secret Shopper TV show.
The brand makeover is part of the retailer’s long-term strategy to strengthen its businesses and become more customer-focused.
The company last week (18 May) unveiled the brand’s new look at its annual partners conference in High Wycombe, Buckinghamshire.
Speaking to Mobile at the event, Fonehouse MD Clive Bayley said that the retailer would now focus on customer service and quality rather than quantity when rolling out their new-look stores.
He said: ‘The rebranding has focused us as a retailer. We know who we are, who our customers are and what we are trying to do.’
The combined changes centre on the ‘house’ in Fonehouse and will ensure design consistency through its franchises.
The company has also introduced a revamped logo and a new tagline in a bid to change customer perception of mobile retailers and challenge rival stores.
‘Feel at home’ will replace the retailer’s old strapline, ‘Your local mobile specialist’, which has been used since the company launched in 1994.
Stores will have a ‘warmer’ and ‘homely’ feel while the traditional barrier seen in phone shops will be replaced with bench-style seating.
Fonehouse is planning to open at least 50 new franchises in 2011. Despite a slow start to the rollout, Bayley insisted that the retailer was still on target.
He said: ‘We are in a tough economy but it is going pretty well. We currently have 25 people who want to open up a store so we might do it.
‘We want the right people opening up stores. It does take time if you want to do it right.’
He added: ‘Once we have a footprint of a certain size we will start advertising more to the consumer with various campaigns.’