Objectives

Vodafone is the only mobile operator to have a shop at the airport, where the brand welcomes visitors to Prague. The retail unit was in the form of an enclosed sales booth located in Terminal 2. The client wanted to maintain its point of sale while optimising the format and range of services so it could provide the most popular product at the lowest possible cost: prepaid cards. The situation at the beginning of 2021 was uncertain and unpredictable, with global and local travel rules in constant flux. The assignment was to create a safe place for the brand and sales that would not be restricted by closures or other regulations.
• Maintain the brand’s presence and visibility at Prague’s airport
• Create a point of sale with communications supporting the chosen key product: the range of prepaid cards
• Maintain prepaid card sales, offer the full range (three types) in a clear and well-arranged manner, and provide multilingual support to assist clients in their selection
• Optimise costs for operating and staffing the point of sale
 

How were the objectives met?

A change in sales format to a self-service solution without any staff. It became a brand activation element that does not need to be supported with additional media. The brand’s visibility at the airport remained preserved – in fact, opening up the space caused visibility to increase. The space elicits and concurrently responds to the customer’s immediate needs. Equipped with a prepaid-card vending machine and a phone charging area , the point of sale itself meets clients’ demands at the location. Unlike the original sales format, the shop is open 24/7. The vending machine and its digital sales assistant allowed service for the key product to remain fully preserved. Human service costs were cut by 90% – meaning that the investment into refitting the shop returned within half a year. The solution is long-term and sustainable. CX has improved in terms of shop access and service wait times. As a bonus, the shop is prepared to handle regulatory changes and maintains high standards of hygiene and safety.

Location: Prague, Czech Republic, Czech Republic

Submitter: WELLEN Retail Experience

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