Frank Lüttjohann, CSO Sales Trade

We have enjoyed success with our my-eXtra franchise concept for over 10 years now. The orange stores are Germany’s independent mobile phone chain, offering a free choice of all four networks.

We are broadening our horizons and making space for individualism. With our new franchise concept, retailers can now choose to focus on one to three networks instead of the four networks which were strictly required beforehand. Franchise is a partnership aimed at shaping business together and it is very important for us to cater to the needs of our partners.

In practice it is often difficult to deal with all four networks at once. Focussing on two networks allows many retailers who choose to change over to the franchise to remain true to the history of their store and continue to cater to the same target group as before. A retailer who has sold Vodafone exclusively for the last 20 years will obviously have tailored his business to suit a certain customer group, acquiring a particular market share in his own region. Whilst it is clear that he will continue to concentrate on Vodafone in future, he has the option of extending the scope of his business by offering one or two additional networks, without losing his focus. We already have a number of franchise partners who originally ran a store for one specific network operator and are very happy.
 

The Connected Store live in Ansbach.

We took the second significant step for our franchisers last year with the launch of our new shop fitting concept and the Connected Store. It is curently already being used by nine shops.

Feedback from our partners has been extremely positive so far. We are noticing that the new white furniture is very popular and in great demand, giving the store an attractive, fresh design appreciated by customers. Retailers now understand and approve of the idea behind our multichannel solution with the Connected Store as a “walk-in online shop”. First reports from stores are showing an up to 30 percent increase in turnover of accessories with the Kiosk!

It is very much appreciated that a Connected Store conveys greater competence vis-à-vis customers, for example thanks to the central advertising offered by my-store.TV. The greatest advantage, however, is without doubt the immense increase in the product range, as the entire product catalogue of the brodos.net marketplace can be accessed via the Kiosk.

On our website you can take a 3D-Tour through the connected store.