This document discusses the rebranding of Kyivstar, the #1 GSM operator in Ukraine. It outlines changes made to Kyivstar's 366 retail stores to transform them from service centers focused on support to sales-oriented stores aimed at attracting new customers. Key changes included a new store layout, design, furniture, staff training, assortment approach, and focus on bundles and promotions. Initial results showed an increase in smartphone sales from 41% to 59% and growth in data tariff sales from 72% to 63% following the rebranding. The document solicits feedback on the changes and ideas for further improving the stores and customer experience.

1. Rebranding. How to increase
sales with new design.
Anfiya Reznikova
Head of trade marketing unit
Kyivsar

2. GSM operator #1 in Ukraine
The first call in Kyivstar mobile network was made on
December 9, 1997
Company's customer base amounts to over 26 million in
mobile
Company's customer base around 820 thousand in
broadband Internet

3. GSM service provider
or
GSM Retailer?
366 Kyivstar stores in Ukraine

4. What do you think about it?
Is it look like GSM store?

5. What is your emotion?
Are they the gadgets experts?

6. What do you feel? Do you have wishes to choose
some gadget here?

7. That was our past
Service center “Kyivstar”
Collection point
for complaints
Service
oriented center
Support center
for current
clients

8. Who was our clients?
CARE:
• Time eaters and source of
not business-like
environment
• Need support and care
• Shy, have low expectations
• Tend to agree with
everything they are advised
COMPITENCE:
• Bring money
• Don’t want to waist time
• Demand high competence
• Interested in novelties
TECNOLOGICAL:
• Avoid F2F contacts
• Don’t want to wait
• Want to be treated as adults
• Visits are rather forced and
boring for them
SIGNIFICANCE:
• Expect own significance
acknowledgment
• Critical about service level
and blame the company in
all issues
• Can spend money
15%
12%
18%
20%
8%
28%
Youth
Poor MM
Well-off MM
White collars
Corporate
Retired

9. Whatweshould
change?
How to
change
the
realty for
future??
How to become
a mobile store?
How to achieve
more?
Howtochange
fromserviceto
sales?
How to attract
the target group
of customers?
Can we achieve more
with rebranding?

10. General steps from past to the
future
New Kyivstar retail
concept was created
by Saffron
New Kyivstar retail
concept was
adapted to realty
with IDNT and KS
team
Focuses for stores
was changed from
service to sales and
shopper oriented
model
The first New
Kyivstar store was
opened in May 2015
Work on the bugs
New ideas
New concepts
47 stores in new
design in 2015

11. What do you think now?

12. What is your emotion?
Could they help in your choice?

13. How do you feel?
Are you ready to choose some gadget?

14. The main changes
Kyivstar store
- Oriented to shopper
- New layout approach
- New design and furniture
Staff
- New look and customer
service script
- New education approach
- New motivation approach
Assortment
- New assortment approach
- Bundles and promo
- New layout rules for devices

15. Our first results
NEO
DESIGN
OLD
DESIGN
41%
29%
59%
71%
Smartphone Featurephone
NEO
DESIGN
OLD
DESIGN
72% 63%
28% 37%
Data tariffe Voice tarrife

16. What next?

17. New ideas, concepts, approaches to
assortment etc.

18. Это вариант композиции на
предыдущий сюжет.
Сюжет 4b

19. Thanks

20. Time for your questions