In partnership with ADG group, Tele 2, one of Russia’s favourite mobile operators, is set to open new interactive stores in over 25 of ADG group’s neighbourhood centres across Moscow. The project seeks to reconstruct the city’s old cinemas, turning the Soviet buildings into entertaining multifunctional centres that cater to the needs of the local community.
Tele2 will launch its first new store in one of ADG group’s neighbourhood centres in 2019. Leading architects and engineers want the neighbourhood centre project to breathe life back into old Soviet cinemas by redesigning them to become contemporary hearts of the local community. Neighbourhood centres are more than just a place to catch a movie, but also to take yoga lessons, cooking classes, art lectures, buy fresh fruit and vegetables, and stop by the Tele2 interactive store. The project aims to simultaneously improve Muscovite’s quality of life while creating an environment that fosters effective retail development.
Tele2’s new monobrand stores will be multipurpose, combining high-tech sales outlets, interactive zones and event venues all under one roof. While customers are welcome to use the interactive screens and smart navigation tools to browse and select their favourite products, the VR-zones gamify the process, bringing excitement to their retail experience. The stores’ wide, digital screens can also double up for presentations and educational events.
Tele2 already has already successfully launched a number of new-format stores. In May 2017, Tele2, together with Cofix, opened the first digital coffee shop in Russia – a place where customers can come to check out the latest technology and have a coffee all in one. This unique project has become a highly effective tool in diversifying the retail experience, increasing overall sales, and boosting customer loyalty by offering both Tele2 and Cofix customers even more lucrative offers.
Maxim Karbasnikoff, Head ADG’s Commercial Department:
“In our neighbourhood centres, we are looking for strong partners who are prepared to adapt the standard way of doing business to suit the needs of modern Muscovites. Tele2’s new high-tech stores fit perfectly into what the project is all about: bringing quality, innovation and a new level of comfort right to people’s doorsteps.”
Igor Zhizhikin, Tele2 CEO for Moscow Region:
“For Tele2, developing and establishing entirely new store layouts is one of the key elements of the strategy to develop the retail segment. We always strive to be the trendsetter, the people with the good ideas that other telecom players attempt to replicate. Launching a high-tech store in the middle of a modernised cinemas is just another example out how we think outside the box and anticipate what customers are looking for. Neighbourhood centres will grow to become a top hang-out spot for Muscovites. By opening monobrand stores in busy places like these, we will be able to get closer to our customers and offer them new digital technologies and services.”