Europe : Vodafone UK unveiled its first retail store to introduce the company's new global retail concept. Starting with Cheltenham this week, 100 stores in the UK will be rebuilt by the end of the financial year to incorporate the new brand image and intensified customer centric strategy.

Following successful trials, each store will be designed to include defined areas to inspire and direct customers to exactly what they need on arrival. This intuitive customer experience will be implemented in all of the chosen stores, and features new technology such as 'Q-Management', a tool to identify a customer's enquiry and resolve it quickly.

An express area at the front will sell products such as phone covers and e-top-up cards, whilst at the back, there will be a dedicated help area for customers to receive advice about their mobile phone - no matter what the problem. There will also be a distinct area for business customers, as well as sales pods with working handsets, rather than traditional non-working models.

A key development of the new retail design is the 'localisation' of the stores. Rather than the generic Vodafone branding seen on the shop fronts at the moment, each store will be branded according to where they are; for instance, Vodafone Cheltenham. To continue this theme within the store, local attractions will be highlighted on the front of the cash desk.

Whilst the Vodafone branding colours remain the same, the stores will see less of the trademark red, as the design makes an intelligent use of the feature. Overall, the stores will become a local resource that is inviting to the customer, and easy to navigate.

Ian Shepherd, Director of Commercial Operations for Vodafone UK, says: "This investment ensures Vodafone will differentiate itself on the high street and strengthens our position in the mobile arena as revenue market share leaders. We are passionate about the products and services that we provide and this innovative retail experience will allow new customers to trial services such as mobile TV and will support and serve existing customers by giving them the help they need."

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