Glentel Telecommunications Stores in Canada

GLENTEL
has great
viBEs
Who is GLENTEL?
•
Leading provider of innovative and reliable telco
services and solutions
•
Founded in 1963 and headquartered in
Burnaby, BC
•
GLENTEL operates 301 stores across Canada
under the retail banner of Tbooth wireless and
WIRELESSWAVE and WIRELESS ETC.
Acquired The Telephone Booth with
49 locations in 2005
Wireless multi-carrier offering
130 inline and mall locations
Wireless multi-carrier offering
Understanding the Challenge
2005 design needed a refresh
Tbooth wireless needed greater
differentiation
WIRELESSWAVE:
Tbooth wireless:
Love the Phone
Fits you to a T
We offer the chance to love again, for
anyone that craves more in their phone
relationship. Our knowledgeable and
passionate staff help guide you through
an unmatched selection of choice, both
in handsets and carriers. And we do so
without bias. At WIRELESSWAVE,
passion and understanding defines who
we are – in all that we do, we love the
phone.
Through our unique multi-carrier offering
and our trained, unbiased mobile
specialists, we offer a level of expertise
and choice which means you’ll get a
phone and plan that fits you to a T.
Overview
•
Data from 2009 of 200,000 Tbooth wireless and WIRELESSWAVE
customers
•
Environics classified GLENTEL customers via their PRIZM
geodemographic system
•
Grey developed profiles based on demographic variables, lifestyle,
ethnicity, media consumption, geographic location
Brand Customer Composition
Brand Customer Composition
Flashy Young Families
• Very image conscious
• Enjoy buying things and showing off
new gadgets
• Make up 20% WW; 23% TBW
customers
• Primarily urban
Cool Value-Seeking Singles/Couples
• Independent minded
• Seek brands with a strong
identity (potential to be brand
advocates)
• Community oriented, socially
conscious (yoga)
• Make up 12% WW; 15% TBW
customers
Older Status-Oriented Ontario Families
(TBW only)
• Family-centric households
• Concerned about appearance
• Love to stay ahead of the
crowd, always looking for new
offerings from their favourite
brands
• Make up 17% of TBW
customers
• Ex-urban/suburban areas
Ontario Value-Seeking Singles/Couples
(TBW only)
• Seek out functional products
with an eye for value
• Late adopters of
telecommunications products
• Make up 8% of TBW
customers
• Suburban areas
Fashion-Forward Wealthy Quebec Families
(LCT only)
• Fashion-forward
• Indulgent streak when it
comes to shopping
• Suburban areas
• 26% of Quebec Families
Value-Seeking Quebec Singles/Couples
(LCT only)
• Value-oriented, no frills
lifestyle
• Like outdoors
• Sceptical of deals too
good to be true
• Suburban areas
• 12% singles and couples
Summer 2011
Entrance Poster
Banner flag & Counter flag
Brag Board
17x22
Kiosk
TPODS
Billboard
Create a brand viBEs
Environment
Personality
Offerings
Process
Vertical
Brand
Engagemen
t Strategy
Technology
Message
Knowledge
HR
Move Tbooth wireless
up the
competitive
Unique
Experience
ladder
Strong
Engaged
Community
Higher
Competitive
Advantage
Corporate
Culture
Distinctive
Persona
Unique Offer
Distribution
Lower
Competitive
Advantage
Advocate
Advise
Collaborate
Aware
Trust
Create
Attract
Transform
Transact
Communicate
Translate
Connect
Functional
Emotional
Aspirational
Generating Engagement
• Discovering new products
• Connecting needs with wants
• Belonging to a trusted wireless advisor
• Converting traffic into revenue
GLENTEL | Tbooth wireless
Redesign
Concept #1
Every time I walk by Tbooth wireless I smile.
The colorful graphic band greets me from across the mall.
Those color chat bubbles remind me they carry all wireless brands under one roof.
A long angled table has all live phones as you enter the store with a consulting table at
the end to allow consultation or further education. I can also demo the most popular apps
or the newest ringtones here and have the experts set up my phone. The charging
station lets me power up my phone while I shop.
The Wireless Consultant shows me their huge selection of phones - all conveniently
arranged by carrier. The displays are simple and uncluttered making it easy for me to find
the right plan and cellphone to fit my individual needs. The store is airy and bright and the
hits of vibrant colors really give the store a sense of fun. All the accessories are
conveniently located by the cash counter so I won't forget anything. The cash desk is
spacious and they've even provided a comfortable sit-down table if I don't want to stand.
T Booth fits me to a T.
Concept #2
When I think of anything and everything for wireless I think of Tbooth wireless.
Tbooth wireless is the only place I trust where they can connect me to the phone that will best suit
my needs.
The eye catching store stands outs in any mall environment due to its distinctive stacked color entry.
There is always excitement around the front of the store due to the interactive Gestertek wall. My
kids are always asking to stop by Tbooth wireless when we go to the mall.
The left side of the store features a stepped wall showing featured phones and technology from
some of Tbooth wireless’s best brands.
The store shopping environment is comfortable and inviting. I can sit at one of the larger modular
wood finished display tables and shop all the phones head to head, plan to plan, feature to feature.
The store’s neutral palette is calming and feels very contemporary without feeling high tech. The
blocks of color make the store feel warm and exciting.
I like the way the staff is out on the floor with me as I shop. They are ready and eager to help me
make the right choice. I can either shop on my own or work side by side with a staff member who
looks after all my needs.
Tbooth wireless is my wireless advisor that “fits me to a T.”
Concept #2 – Axo View
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