rebranding. how to increase sales woth new design
TRANSCRIPT
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Rebranding. How to increase sales with new design.
Anfiya ReznikovaHead of trade marketing unit Kyivsar
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GSM operator #1 in Ukraine
The first call in Kyivstar mobile network was made on December 9, 1997
Company's customer base amounts to over 26 million in mobile
Company's customer base around 820 thousand in broadband Internet
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GSM service provider or
GSM Retailer?
366 Kyivstar stores in Ukraine
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What do you think about it? Is it look like GSM store?
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What is your emotion? Are they the gadgets experts?
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What do you feel? Do you have wishes to choose some gadget here?
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That was our past Service center “Kyivstar”
Collection point for complaints
Service oriented center
Support center for current
clients
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Who was our clients?
CARE:• Time eaters and source of
not business-likeenvironment
• Need support and care
• Shy, have low expectations
• Tend to agree witheverything they are advised
COMPITENCE:
• Bring money• Don’t want to waist time• Demand high competence• Interested in novelties
TECNOLOGICAL:
• Avoid F2F contacts• Don’t want to wait• Want to be treated as adults• Visits are rather forced and
boring for them
SIGNIFICANCE:
• Expect own significance acknowledgment
• Critical about service level and blame the company in all issues
• Can spend money
15%
12%
18%
20%
8%
28%
Youth
Poor MM
Well-off MM
White collars
Corporate
Retired
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Wh
at w
e sh
ou
ld
chan
ge?
How to change
the realty for future??
How to become a mobile store?
How to achieve more?
Ho
w t
o c
han
ge
fro
m s
ervi
ce t
o
sale
s? How to attract the target group of customers?
Can we achieve more with rebranding?
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General steps from past to the future
New Kyivstar retail concept was created
by Saffron
New Kyivstar retail concept was
adapted to realty with IDNT and KS
team
Focuses for stores was changed from
service to sales and shopper oriented
model
The first New Kyivstar store was
opened in May 2015
Work on the bugsNew ideas
New concepts
47 stores in new design in 2015
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What do you think now?
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What is your emotion? Could they help in your choice?
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How do you feel?Are you ready to choose some gadget?
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The main changes
Kyivstar store- Oriented to shopper- New layout approach
- New design and furniture
Staff- New look and customer
service script- New education approach- New motivation approach
Assortment - New assortment approach
- Bundles and promo- New layout rules for devices
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Our first results
NEO DESIGN
OLD DESIGN
41%29%
59%71%
Smartphone Featurephone
NEO DESIGN
OLD DESIGN
72% 63%
28% 37%
Data tariffe Voice tarrife
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What next?
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New ideas, concepts, approaches to assortment etc.
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Это вариант композиции на
предыдущий сюжет.
Сюжет 4b
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Thanks
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Time for your questions