Cross-Channel Brand Upgrade Lifts Store Sales

June 2012 Integrated Solutions For Retailers

By Matt Pillar, editor in chief

A new cross-channel brand strategy at T-Mobile is anchored in store-level technologies that drive associate efficiency and create sales lifts.

When T-Mobile decided it was time to play with the 4G big boys, its brand overhaul was decisive and dramatic. The T-Mobile Girl of TV ad fame ditched her pink sundress for a tight-fitting riding suit; t-mobile.com took on Sprint, Verizon, and AT&T in head-to-head comparisons; and hundreds (going on thousands) of T-Mobile stores stripped down to their studs and rebuilt, carrying the edgy new appeal across channels.

Execution of a cross-channel brand overhaul of this magnitude is never easy, especially when the change is more than a façade. T-Mobile’s Global Design Concept, rolled out to 700 stores last year and teed up for another 800 in 2012, includes sophisticated technology that invites customer feedback, enables monitoring of shopping behavior, promotes associate efficiency, and results in sales lift.