Orange Retail Review Q1

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1、RetailReviewFebruary27,2010AgendaThescienceofretailing:multi-sensescommunicationsGeneralThairetailtrendsChannelreview:whatweexperiencedTelecomshops&ourcompetitorsDealers/DistributorsDownlinetradeHongKongVisit:wherethemarketmightbegoingWhereandhowwecoulddomoreRetailReviewParameter

2、sIncludesvisitstoover10differentshoplocations,shoppingoutlets,mallsandtechmallsintheBangkokmetropolitanarea.Unliketraditionalmedia,there’snowaytotracktelecomretailexceptviastorevisitations.Itislikelythatsomethingwasmissed.Doesnotincludeup-countryretailersCustomer/Consumerintervie

3、wsarerandomandstatisticallynotrepresentativeofourtargetaudiences.Research:multi-sensesapproachSight:Howdoesthestore/POSlook?What’sthevisualeffect?DoIclearlyunderstandtheproductorservice?AmIenticedtolearnmoreandbuy?Sound:Doestheretailerclearlyhelpsupportandorselltheproducts?Isthei

4、nformationclear?Cantheyclearlyexplainthedifferences?Feeling:DoIliketheenvironment?AmIbeingtreatedspecial?DoIfeelIwanttobrowseorjustkeepmoving?Whatareconsumerslookingforonashoppingtrip?Discovery:consumerslovetheunexpectedTalking:storesthatencouragecouples,friendsorgroupsofshoppers

5、usuallydowell.Whatareconsumerslookingfor?Recognition:peoplewanttoshopwheretheyfeelwantedBargains:obvious,evenintheposheststoresTouch:we’relivinginatactile-deprivedsocietyBuySomething:bydefinitionExamplesStoresThatDeliver:NokiaEmporiumPropaganda,SiamDiscoveryStoresThatDeliver:Oakl

6、eyEmporiumBuildingConsumerBondsGeneralRetailTrendsAndThailandDesignMinimalistlookisstillverypopularbutit’sgettingoldquickly.Storeswilleventuallymovemoretowardscleanbut“cluttered&busy”Premium:consumersexpectstoresclean,organized&modernDumpy–disorganizedwillsoonlosepopularityHybrid

7、sTraditionalserviceandproductsectorsnowcombiningwithestablishedbrandstobuildimageOrangecouldexploitthisopportunityHybridsTesco-LotusFactorNowwith56stores,Tesco-LotusdominatesThairetailingthewayCentralusedto.Over2millionconsumersshopTescoamonthTescoisnowexpandingintomini-supermark

8、ets,itcouldeasilygointothetelecombiz.Cha