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ALLO telecom, part of KPN Group, is a Belgian retail channel of 65 shops and 150 employees that was founded in 2005. ALLO telecom sells a broad range of telecom products and services and supports the Base network. The ingredients of its success are both the professional sales representatives and an innovative approach in terms of merchandising and communication, plus a strong commitment to launching creative and dynamic products and services. |
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ALLO telecom intends to become a key player in the Belgian telecom retail market. In order to reach this goal, they needed to differentiate their offering and provide additional consumer value. ALLO telecom decided that the key ingredient of their brand should be the ability to add new and original services to increase the value of the mobile phone for their consumers. The ALLO telecom slogan "High Tech Hi Fun" expresses this ambition. Needing a fast and effective way to create, promote and sell a mobile content and services offering, ALLO telecom engaged Retalika in early 2009. |
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ALLO telecom wanted to create a unique relationship with its customers by bringing them new, simple and valuable services. The company partnered with Retalika to create the most relevant and dynamic range of products for ALLO telecom's customers.
Working closely with the ALLO telecom team, Retalika provided an end-to-end mobile content and services solution that enabled them to translate their revolutionary concept into tangible positioning, marketing, training and easy availability at the point of sale. As part of the strategic marketing consultancy provided by Retalika, ALLO telecom decided to create and launch a new brand boost it; helping them to differentiate from the competition, attract new consumers and enhance loyalty. By using Retalika's expertise and technology, ALLO telecom was able to offer boost it content and services on a much larger range of mobile phones than its competitors.
"A major advantage of working with Retalika is that the services are fully customized and the POS system is very simple to use. There are a lot of different products, with one way to activate", said Malek Farhat, Head of Marketing at ALLO telecom. |
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ALLO telecom now bundles boost it content and services with hero devices making its mobiles distinctly more valuable, attractive and unique in comparison to the competitions offerings. To ensure success, emphasis was placed on ensuring ALLO telecoms retail sales assistants are fully trained and incentivized on both the products and the technical delivery tool.
ALLO telecom offers mobile games, ringtones, wallpapers, backup and navigation products, plus social networking services such as Facebook, Twitter and their own Instant Messaging product called chat. boost it is offered every time as part of the sales process with new and existing customers.
boost it prepaid cards are also offered in store. These are ideal for gifting or self-use and can be credited or redeemed in store or via the online store which was created by Retalika, and is integrated with the ALLO telecom website.
ALLO telecom recently introduced a mini portal on the handset called my boost it. This is ALLO telecom branded and offers easy purchase, access and usage of chosen content and services, as well as providing ALLO telecom with a method of communicating relevant offers and messages directly to customers phones. They will also be introducing an in-store kiosk allowing consumers to browse and purchase services and content that is compatible with their specific mobile device. |
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The boost it portfolio of mobile content and services is extensively promoted in-store to encourage browsing and sampling. In-store POS exposure covers brand-lead messaging that heroes the range of services and encourages discussion with the sales representative, to exposure in the monthly buyers guide and a range of other product specific literature. A full complement of POS media is a pre-requisite to success and the centre-piece of this includes a product dispenser on the counter and window presence. Visibility in and around the mobile phone stands is also crucial to highlight the benefits of the boost it offering when bundled with certain devices and at a practical level to highlight product and phone compatibility and specification information.
Above the line activity at music events, on bus sides, radio and online has also been very impactful in driving incremental footfall into ALLO telecom stores and therefore opportunities for sales conversion and extra commission for their sales representatives. Allo telecom has made full use of the potential of their differentiated marketing proposition to cut through the noise in the market, and grab consumers attention, particularly in their core youth segment.
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