10/30/2008 10:46:00 AM
O2 stores get major makeover and put focus on staff training
O2 is carrying out its biggest ever store revamp and doubling the amount it spends on training store staff.
Around 150 stores will be given the new lounge look by the end of 2009, which includes a new coffee shop-style area and will contain specially-trained staff dubbed ‘gurus’.
The new design has already been implemented at the O2 store in Manchester’s Arndale Centre (pictured, right).
The entire range of handsets will be fully working under the revamp, with large TV screens installed to display product demonstrations and offers.
Customers will be able to check their accounts, top-up their prepay handsets and purchase tickets for events at the O2 arena in designated self-service areas.
O2’s consumer sales director, Stephen Shurrock, said that guru staff are being trained to reflect the increasing complexity of products on offer.
‘Mobile phones are becoming more complicated and there are other products like mobile broadband available now. We are moving away from just selling repay and postpay into a more complicated world, so the gurus are being brought in to help customers through that.People want to browse and have a look at things. We’ve learnt a lot from the iPhone launch; having live iPhones in stores has allowed us to have interesting conversations with customers.’
The ‘retail transformation programme’ will be applied to 25 stores by the end of this year – including Nottingham, Glasgow, Norwich and Southampton.
O2’s stores have been criticised for looking dated over the past two years.
Orange retail chief Sian Doyle has revealed that Orange will also be initiating a series of store makeovers over the coming months.
Carphone Warehouse is trialling a new ‘wireless warehouse’ format in its new outlet at Westfield shopping centre in west London.