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Flagship Stores & Their Role in Mobile Distribution

In this report we analyse the development of flagship stores from being merely defined by size and location to assisting MNOs in redefining their relationship with the customer and elevating their brand value through differentiated positioning. This report covers largely mature mobile markets in Europe, Asia and the USA.

We examine:

• What flagship stores are - how they have been redefined as a customer experience centre, and their relevance within the current retail networks of MNOs.
• How flagship stores may operate within the MNO's retail strategy, their purpose and the challenges MNOs may face in creating, developing and maintaining the store to maximise the available benefit.
• "Experiential Marketing" is a key driver within the development of flagship stores; how is this relevant to today's market place and what are the specific changes occurring in the mobile market that make it so.
• The way in which stores may directly influence shoppers and browsers to purchase more and repeat purchase from the same brand.
• Examples of operators, such as Orange, Vodafone, AT&T, KDDI, SoftBank and O2, who have invested in flagship stores, the strategy they are following and how they are realising their concepts.
• Examples of how manufacturers such as Nokia and Apple are impacting the development of flagship stores and what has made them successful.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents


1
Overview
1
2
Introduction
2
3
Background
3
3.1
Retail Environment Development
3
3.2
Flagship Store Definition
4
3.3
The Place of the Flagship Store in the Retail Strategy
4
4
MNO Retail Strategies
6
4.1
MNO Objectives
6
4.2
Retail Channel Mix
6
4.3
Regaining Control of the Brand
8
4.4
Showing Excellence in the Marketplace
8
5
Experiential Marketing Overview
10
5.1
Introduction
10
5.2
Changing Needs for Brand Development
10
5.3
Framework for Experiential Approaches
11
5.4
Making Experiential Marketing Work for MNOs
12
6
The New Retail Opportunity
13
6.1
Introduction
13
6.2
Role of the Flagship Store
13
6.2.1
Objectives
14
6.3
The Flagship Store
15
6.3.1
Location
15
6.3.2
Brand Experience
16
6.3.3
Features
17
6.3.4
Design and Layout
19
6.4
Challenges for Flagship Stores
20
6.4.1
High Fixed and Operating Costs
20
6.4.2
Pressure to be a High Revenue Generator
20
6.4.3
Security
20
6.4.4
Cultural Differences
21
7
Flagship Store Approaches
22
7.1
Orange
22
7.1.1
Location
22
7.1.2
Brand Experience
23
7.2
Features
24
7.2.1
Design and Layout
25
7.3
Vodafone
26
7.3.1
Location
27
7.3.2
Brand Experience
27
7.3.3
Features
28
7.3.4
Design and layout
29
7.4
KDDI
29
7.4.1
Location
29
7.4.2
Brand Experience
30
7.4.3
Features
31
7.4.4
Design and layout
31
7.5
AT&T
32
7.5.1
Location
33
7.5.2
Brand Experience
33
7.5.3
Features
34
7.5.4
Design and layout
35
7.6
Nokia
35
7.6.1
Location
35
7.6.2
Brand Experience
35
7.6.3
Features
36
7.6.4
Design and layout
37
7.7
Apple
38
7.7.1
Location
38
7.7.2
Brand Experience
39
7.7.3
Features
40
7.7.4
Design and Layout
40
8
Findings and Recommendations
42
8.1
Key Conclusions
42
8.2
Recommendations to MNOs
43