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.