25th July 2007
TREND HUNTERS IN RUSSIA: FITCH CREATE NEW RETAIL CONCEPT FOR BETALINK, RUSSIAN TELECOMMS RETAILER
Betalink is a successful and dynamic Russian company that was established in 1996 and is one of the top 5 players in the Russian market of telecomm retailing. It is present in 138 cities in Russia with more than 750 stores / sales points. Betalink positioning is all about offering “mobile novelties” in the market.
Fitch’s task was to design a new retail concept with clear zoning and interactive technology that would respond to the fast developing market and the changing nature of the competition, and help satisfy the consumer demand with different choices, ranges and retail formats.
One of the findings by Fitch during the research stage was that there is a growing group of consumers who are mostly motivated by status and image when choosing and purchasing a mobile phone. These consumers have high expectations and want to build an emotional connection with brands and retailers they purchase from.
Fitch created a new store format that is in line with this consumer mentality. It delivers on comfort and creates a strong emotional bond. Betalink is a ‘home grown’ brand with a global outlook that delivers a glimpse of the future today – be it communication, technology, fashion or entertainment.
Betalink is a Trend Hunter – Well Travelled, Collector, Knowledgeable, Future orientated, Forward thinking, with a Global outlook, has Anecdotes of journeys to tell, Personable, Playfully intelligent and Confident.
Betalink is the store that ‘brings you a point of view’. It searches the globe to bring you its perspective on the latest trends in fashion, technology or communication. It understands what the consumer wants and always delivers against that.
The new store introduced such zones as ‘business’, ‘fashion’, ‘entertainment’. The clear zoning and sense of destination was achieved by introducing a ‘Zig-Zag’ shop fitting system. Not only did this create more trading space, but also allowed for the introduction of interactive technology points. There are products on the ‘zig’ side in accordance with a zone and there is a photo printing service, or a browsing service etc on the ‘zag’ side. At the heart of the new concept design is a red lacquer runway which runs in the middle of the store and displays the latest life handsets and gadgets.
The plasma screen at the back wall displays a Betalink ‘Trend Hunter’ video with full height models ‘walking’ on the runway. The screen is the central feature of the store and draws customers in like a magnet.
The graphic system uses coloured lines as a visual metaphor for Betalink searching and finding the latest new products around the globe. This system runs around the store, with the core red line at the heart and is punctuated with products, facts, events and information which add depth and creditability to Betalink’s offer and reinforce the positioning of ‘Trend Hunter’.
Supporting the graphic device is a distinctive photographic style. These photographic images are used again to help with the zoning within the store, but also to add pace to the environment. They act as a great brand builder as they are shot in a fashion style, and the strong use of a red highlight on black and white helps reinforce Betalink’s primary colours.
The first pilot Betalink store recently opened in Moscow, in Capitoly shopping centre.
At the opening, which was attended by marketing and telecoms media, Vladimir Annenkov, President of Betalink, said: ‘We have invested a lot in this project and we are sure it was worth doing it. Our customers want to see a modern store that reflects all the latest retail trends. It is our goal to provide the newest and best to our customers and this store is an example. This is the store of the future. We expect that the work we’ve done will respond to customers’ demand, will increase sales volume and we will be able to use all of the advantages of our brand’.
‘It has been a pleasure working with Fitch’, says Maxim Volga, Betalink Vice-president Business Development.
For more information, please contact Elena Chuvakhina; Head of Business Development, Russia. T +44 (0)207 479 0543. E firstname.lastname@example.org