Vodafone: Retail Launch Creating a bright spark in mobile telecoms

  • Context

  • FITCH has been working with Vodafone to start up its latest venture in Qatar: launching a fresh new Vodafone brand from scratch and revolutionising their approach to retail design and consumer engagement. The first Vodafone stores in Qatar opened in July 2009.

  • Challenge

  • The core focus has been on developing a world-class customer experience that is alive, brand focused and centred around retail. Vodafone Qatar’s three flagship stores (known as “icon” stores) act as high-tech and interactive brand experiences, immersing consumers in the new brand in a country where retail is a major national pastime.

  • Solution

  • The stores bring the exciting, rich and colourful world of Vodafone Qatar to the varied and international population of the country, using interactive digital media to communicate changing features on F1, music, sport and exclusive merchandise. Unlike creating a retail space for an existing brand, the focus of this environment, given that it’s a new challenger entering the market, was all about customer acquisition.

    To facilitate this, the retail design concept is centred around a focal "ignition point" in the centre of each store which is brought to life with an electric and bold design language that becomes a metaphor for the start of an exciting new world that the customer is joining. Customers entering the store are channelled into the centre of this spark, where they can either be attended to by Vodafone staff or browse the offer, unaided, via a series of touchscreen self-service units providing digital and printed product information.

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