A new retail presence for a global Mobile phone manufacturer


Launching a new retail concept the Olympics and a major product launch

The challenge

The client required a new retail platform that would allow them to showcase their premium range of products in an entirely corporate controlled environment. The launch involved coordinating seven different major suppliers and five partner businesses, whilst maintaining launch momentum across six countries.

Our approach and outcomes

The launch plan was the result of an intense eight-week programme, taking inputs from representatives from all the key partner companies. The team developed a detailed business plan with supporting economic analysis. The programme brought together all the partner organisations into an intensive 25-week launch process using a combination of face-to-face meetings, conference calls and social media based team work. A single plan was maintained which combined the demands of the design team, architects, builders, retail planning and product teams, across five markets spanning an 18 hour time difference. The stores were of an entirely new design combining the portability of the ‘pop up’ format with the long term durability of high quality construction and the ability to operate in any location, inside or out. The team developed a new store format with complete supporting infrastructure: staff training, uniforms, store transaction systems, social media solutions, launch plans and marketing plans. During the programme the client’s senior team were kept fully informed and involved in the process providing timely advice and input through comprehensive governance meetings. The new stores where launched on time and on budget. The London stores achieved significant sales success.

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