Vodafone just opened its first Destination Store in Malta. This new store, which occupies over 417 square metres on the Birkirkara Bypass, continues to build on the high quality customer service that Vodafone has consistently offered in its other four major retail outlets by introducing a new concept of how to simply but effectively meet a different range of customer needs.

Given that mobile technology and related services are becoming increasingly complex, with an ever expanding range of options available to the consumer, the Vodafone Group has rolled out a global initiative to look at how to deliver a customer experience in all their retail outlets that recognises this changing reality. The aim of this initiative is to provide a service that is based on what today’s customer wants and expects when looking for any type of mobile-related service.  The starting-point for the development of the Destination Store concept was in fact extensive research into customer expectations to ensure that the design and lay-out of all Vodafone’s stores are fully in line with what today’s customer is looking for. All Vodafone outlets across the world are gradually being transformed in line with the results of this research.

Design and lay-out

The results of this research highlighted six key attributes that customers felt should characterise the ideal retail outlet:

1. Modern
2. Hands On
3. Welcoming
4. Relaxing
5. Warm
6. Calm

The design of the Store takes this ‘wish-list’ fully into account and translates it into an open and distinctive physical space that is as inviting as possible to the customer. The main characteristics are openness and simplicity, where every service point is clearly designated so that a customer is free to browse and explore and can choose to try out different products at will, but can also immediately identify the particular service point that he or she requires and can access this swiftly if time is an issue.

What we want to achieve is a complete departure from the traditional queuing approach, which can cause stress and anxiety, and a shift to a retail experience where the customer is fully in control of the situation. This approach makes Vodafone’s vision of empowering the customer at every level a reality even within our own retail environment.

In terms of the design there are some eye-catching and iconic features which include:

• Promotional Fins – These digital displays are located on the façade of the Store and will be show casing Vodafone`s products in a very visual manner;
• A 2×2 46” Video Wall – This digital display is found at the very back of the Store and is another prominent module which will also be continuously showcasing Vodafone`s products and services.

Service Areas

The Destination Store offers three dedicated areas that are geared towards meeting specific customer needs. A greeter at the entrance of the Store will be on hand to direct the customer to which of the areas he or she requires.

Consumer area

This covers 180 square metres and is the largest area within the Store. The emphasis is on empowering customers to browse and take a literally hands-on approach to the products on display.  Touch-screen facilities for purchasing certain services (such as mobile top-ups) simply and quickly are also available.  The consumer area also includes:

• A Top Ten hero devices table – which showcases our top of the list devices from the Vodafone portfolio;
• Two product tables – which showcase all Vodafone`s portfolio including Phones, Tablets and Mobile broadband devices. All of these devices will be fully functional ready for customers to explore and try-out;
• A Tech Zone – this is a new section manned by a technical expert who is ready to help customers with any device queries or issues, or even direct assistance in setting up a device that the customer has purchased.

Business in Retail area

This area is a first for any Vodafone store in Malta and Gozo since it introduces a dedicated touch point for business customers focused on their particular needs and issues. The area has a business expert who can offer advice on our broad business products portfolio, taking the particular requirements of the individual customer into account and identifying the best options available.

Service Centre

All Vodafone outlets include technical services however the Destination Store will be the first outlet to offer a dedicated technical area. Specialised staff are on hand to provide technical assistance on both hardware and software issues. The services provided by this Centre will not only be limited to resolving actual technical problems but will also include advising and assisting customers on how to set up any mobile device and to get the best out of these devices.

Customers are invited to visit the Destination Store from today onwards. Vodafone would also like to inform the public that, unlike the previous Birkirkara outlet, the Store includes parking facilities. Further details can also be obtained from our newly revamped website on www.vodafone.com.mt