O2 is trialing the use of tablets in its retail stores to help customers choose data allowances and apps when purchasing smartphones.
Mobile understands that the trial has been launched in ten stores in the UK, and the initiative will be rolled out across O2’s whole retail estate if it proves to be successful.
The trial has been ongoing for three weeks and is due to finish at the end of May.
An O2 spokesperson told Mobile: ‘We want to offer our customers a source of inspiration, to show them which apps are perfect for them – their lifestyles and interests, and also what sort of allowance they would need to fuel all of these new apps and services.
‘We also want to give them the ability to check the data usage of their existing apps and help demystify data for them, something that traditionally our industry hasn’t always been good at. We’re currently trialing a solution to help us do this.’
Mobile understands that the trial may be part of a wider retail overhaul being planned by O2, although the operator said it had ‘nothing new to announce at this time’.
The operator becomes the latest retailer to use tablets as a sales tool after Carphone Warehouse launched its Pinpoint initiative which allows customers to put tailored packages together.
O2’s major retail push has been the franchising out of its existing retail stores. Last October, O2 head of stores Bridget Lea told Mobile it planned to franchise out 80 more stores to bring its franchise outlets up to 200 plus locations.
In March, O2 CEO Ronan Dunne told Mobile that 2014 was about ‘store experience, store format and the interplay between online and offline’.