VodafoneThree is beginning the rollout of multi-brand retail stores across the UK, as the newly merged business commits fresh investment on the high street.
From 14 April, selected locations will begin offering products and support for both Vodafone and Three customers under one roof, marking the first phase of a wider transformation of the group’s retail estate.
The business said it plans to remain present in every town where Vodafone or Three already has a store, creating what it claims will be the largest retail footprint of any mobile network operator in the UK and supporting more than 4,500 jobs.
As part of the move, Three will also become available in more than 130 additional locations, giving the brand a significantly wider physical presence.
VodafoneThree said it will spend millions of pounds upgrading stores, with the new format designed to do more than simply sell handsets and contracts.
The company wants its shops to play a bigger role as places where customers can get advice, technical help and repairs, alongside browsing devices and plans.
The transformation will include flagship stores in major cities including London, Manchester, Edinburgh, Birmingham and Cardiff.
The announcement comes as new research from the Centre for Retail Research suggests physical stores still play an important role for mobile shoppers, particularly when it comes to advice, discovery and support.
According to the research, 28.9 per cent of people see Vodafone and Three stores as their single biggest source of information on new phone models, ahead of social media and online articles.
The study also found that 28.7 per cent of shoppers still prefer to see and handle phones in person before buying, while 24.6 per cent value discussing plans and contracts with in-store experts.
The research also pointed to the wider economic value of the stores, estimating that spending linked to visits to Vodafone and Three shops, as well as neighbouring retailers, contributes £168.5m a year to the UK economy, with a further £61.2m going to local hospitality businesses.
VodafoneThree said the expanded role of stores will be particularly important for customers wanting human support with more technical tasks, such as setting up a new phone or transferring files.
It added that repair services, including Vodafone’s Fix & Go proposition, would also form part of the longer-term shift towards stores as service hubs.
Consumer operations director Jon Shaw said: “We know how important stores like ours are to the health of the high street and the communities which rely on them.
“From shopping devices, seeking support from our experts or getting their phone repaired, we are proud to serve our customers where they are and reaffirm our commitment to the UK high street.
“The stores will help bring our brands to more people, offering customers more choice and greater value, as we build the UK’s best network.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
