O2 redesigns retail stores

O2 has announced plans to revamp its retail outlets to make them more customer friendly.

The Retail Transformation Programme will enable the operator to improve customer service in its stores and offer a wider variety of products, including netbooks and laptops.

O2 said the aim of the programme is to change the public’s perception of mobile retailing, making it convenient, accessible, and easier for staff to engage with customers.

In addition, the transformation is part of a wider plan by O2 to redefine its outlets as centres of communications technology rather than just mobile phone shops.

The first step of the programme is a redesign of the company’s retail stores.

Manchester’s recently opened Arndale Centre store will be the flagship outlet, with 150 others to undergo a complete refit in the near future.

Stores will be given a fresh new look with customer needs in mind.

A lounge area with sofas and a coffee table will help customers feel at ease, whilst large plasma screens will demonstrate new products.

Self-service areas will allow customers to top up their phones, check their account status, and buy tickets for O2 events.

In addition to the store revamps, O2′s top staff will be sent on an ‘O2 Guru’ training programme which will give them the knowledge to answer any technical questions that customers have about their O2 handsets.

Sales director Stephen Shurrock said the transformation will empower O2 to give customers the ‘ultimate experience’.

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