Filipino telco unveils new retail concept

Globe Telecom has simultaneously opened the first three stores in a new retail format named Generation 3.

The Globe Gen3 format was designed by Tim Kobe, founder and CEO of Eight, Inc, whose most famous work is the Apple Store in New York.

Globe says the colourful stores designed to engage with customers, set a new global standard in telco retail experience. The first three opened in SM North Edsa, Quezon City, Manila and in Limketkai Mall, Cagayan de Oro.

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“The Globe Gen3 stores will further engage and delight customers by fueling their passion in the areas of music, entertainment, productivity, and life,” the company said in a statement.

“Globe is proud to bring to Filipino consumers another world-standard differentiated experience. Our passion for our customers inspires us to end the year on a high note by bringing innovation a notch higher in our stores, one of our key customer touch points, allowing us to truly empower our customers’ digital lifestyles,” said Ernest Cu, Globe president and CEO.

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  • (L-R) Eight, Inc founder, designer Tim Kobe and Globe Telecom chairman of the board Jaime Augusto Zobel de Ayala

Apart from reconfigured store displays, customers can also check out the Play Bar to explore the different featured apps and sit through one-on-one service consultations. Self-service tools are available that allow better interaction with customer representatives through a video hotline.

“Exciting, unexpected, and experiential are the words to describe our Gen3 Stores. The concept and design of the Gen3 Stores have undergone intense research and consultation with the world’s top-notch designers and architecture experts. We are inviting customers to explore and be inspired by the stores’ four zones—music, entertainment, productivity, and life so they can fully enjoy a wonderful world,” said Joe Caliro, Globe head of retail transformation and management.

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The Globe Gen3 stores are home to various lifestyle zones with stories and exciting features for customers to experience and enjoy. These zones feature latest trends in product, people and even in business. Various lifestyle vignettes illustrate mobile and broadband technologies as connected solutions – featuring the latest devices, apps, digital connectors gadgets and services that contribute to the total interactive customer experience.

The lifestyle zones will also highlight the stories of brand ambassadors every quarter. The store is a platform for the introduction of “must-watch personalities who are blazing new trails in their respective Art, Community and Technology spaces”.

For the first quarter of 2015, with Music as the main theme, Globe Gen3 will feature four popular DJs: DJ Badkiss, Callum David, Mars Miranda, and Eric Capilli – who all have inspiring success stories in their chosen career. In the coming months, it will also feature the inspiring story of JR Dela Paz, a Globe myBusiness ambassador and owner of fast-rising restaurant chain Size Matters.

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The Globe Gen3 Store will also serve as a venue to introduce the latest products, devices, and services offered by Globe. To start, it is the first retailer in Asia to introduce and carry Google Cardboard, the fold-your-own virtual reality headset.

On his design plan for Gen3, Tim Kobe shared: “The space is dynamic. It changes with new stories and experiences that support different events and moments. We have elements that move and reconfigure, the way entertainment venues support great concerts or shows.

“Retail is one touch point where brands build relationships and sell products and services. It is important today to have a place to demonstrate what you stand for. More than 50 per cent of the reason why someone engages with a brand comes from word of mouth. Interestingly, 80 per cent of word of mouth comes from direct experience. Designing the experience is critical to building brand advocates.”

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Leading up to the launch of the Gen3 Stores, Globe collaborated with homegrown Philippine artists who took part in one of the telco’s biggest transformation projects to better serve its customers. Led by multi-awarded artist Ross Capili, the artists turned their design inspirations into live art galleries, showcasing murals exhibiting Globe’s brilliant vision, complementing the look, feel, and experience of its Gen3 Stores.

By 2015, Globe is set to convert more of its existing stores into the Gen3 format.


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