Optimizing Telecommunications Brick-And-Mortar:
3 Ways to Benefit From a Technology-Driven In-Store Strategy
Telecommunications companies had to adjust and pivot rapidly in the wake of the pandemic. While the same
can be said for virtually every industry, telcos are starting to see customers come back to brick and
mortar stores in droves for activations, support and device updates, and so are naturally looking for
new ways to reach and engage customers – both out of necessity and opportunity. Recovering from the
impact of the pandemic is also coinciding with several others shifts in the telecommunications industry
that is making the need to optimize operations even more critical – from the acceleration and rollout
out of 5G, to changes to the competitive landscape, there is a timely necessity to focus and strengthen
store operations to stay competitive.
Technology that exists today can help telecommunications companies understand consumers and their
evolving needs at a level not seen before, empowering leaders to tailor brick and mortar marketing
campaigns and strategies in a fool-proof way based on collecting and analyzing data specific to each
location. After more than a year in varying levels of lockdown, retailers are looking to double down on
engaging in-store experiences, while finding operational efficiencies to offset the revenue loses seen
during the same time.
OR works with leading telecommunications companies across the globe to achieve both of those, with three
1. Improved communication and visibility into each location.
Telcos are often dealing with a vast number of stores, many with little insight into compliance levels
across locations or understanding of which planogram each store should receive. With OR, HQ is empowered
with a data-driven platform that improves visibility and communication with each store, saving time and
money. Virtually all of OR’s clients have seen an increase in revenue due to the enhanced communication
and visibility that comes with the platform, including increased store compliance and cost savings from
store specific planograms, the visibility teams have into their store floorplans and campaign execution,
and improved communication between stores, area managers and headquarters
2. Understanding local consumer segments and elevating the customer experience. OR works with
retailers to collect and analyze vast amount of data that localize operations in a new way, working as a
game-changing predictive modeling tool. With a deep understanding of local trends, telecos can tailor
products and campaigns in a way that uniquely reflects each location and connects a store to its
community in a powerful way. And while some telecos have come a long way in providing superior customer
service, many still have legacy processes and systems that can impede the in-store experience, making
personalized experiences even more important. When customers feel like brands understand them, they are
more incentivized to come back. The result is increased foot traffic, increased engagement, and
3. Operational efficiencies.
The drop in consumer spending experienced because of the pandemic – coupled with new investments
required to meet health and safety guidelines – has meant many telcos are now prioritizing revenue
drivers and cost efficiencies in a new way. From workforce management software to SKU optimization and
automation, OR ensures brick & mortar stores thrive. Even prior to the pandemic, OR’s clients would
see an average increase in traffic of between 25-30%, average top line growth of 10%, and average bottom
line improvements of 30% - all within the first 12-18 months, and the benefits continue to grow as more
and more stores open.
Customers needs and preferences are constantly evolving, and COVID has solidified their desire for a
personalized experience and engaging with brands that prioritize connection to the community. Leading
teleco brands are reshaping the in-store experience, and technology is at its core.
The telecommunications industry is constantly evolving, and OR evolves with companies, ensuring an
ongoing, up-to-date understanding of shifting consumer trends and how best to reach and engage a broad
range of customers. A technology-driven in-store experience can propel a brand’s competitiveness forward
while improving the bottom line, and OR is dedicated to doing just that through strengthened
communications, increased compliance, and enhanced store performance.