Converging retail
O2 is joining the convergence party, having announced its "Retail Transformation Programme" which, on one level, is designed to make shopping in its stores easier to do.
The need for this is not so much because existing mobile offerings are too confusing - although tariffs can be pretty arcane at times - but because consumers are being offered an increasing number of notebooks, netbooks and smartphones in these stores and this complicates both the product and tariff offering.
Whille O2 doesn't say this in so many words, it does say the changes: "will help redefine O2 Retail from a traditional mobile phone shop, to a broader communications company that can meet the needs of the ‘connected world'."
The first part of the programme involves tarting up 150 stores by the end of 2009. The aim seems to be to make customers feel loved from the moment they walk in the store. With that in mind there will be a "lounge area" with a coffee table and a big telly. All the products on display will be turned on and connected, to allow people to play with them.
O2 is also doubling its training budget and creating a crack team of "O2 Gurus", which appear to be some kind of super sales assistant. O2 seems to think it will get one of these rare gems for under £20 kpa.
