Globe to debut next-gen stores by Dec

Kap Maceda Aguila (The Philippine Star) - October 27, 2014 - 12:00am

MANILA, Philippines - Globe Telecom recently announced that it would be simultaneously unveiling the first two of its third-generation stores on Dec. 15.

Speaking before members of the press and blogging community recently, Globe retail transformation and stores management head Joe Caliro said the two stores are located in SM North EDSA in Quezon City and Limketkai Mall in Cagayan de Oro City. The new stores were designed by Eight Inc. founder and CEO Tim Kobe, who also conceptualized the iconic Apple store in New York and featured outlets of brands like Nike and Coach.

Caliro said: “Typically, retail is very boring… We decided we’re going to change the face of retail,” and quoted Kobe’s declaration to Globe president and CEO Ernest Cu: “The customer experience that Globe will deliver in the Philippines will send shockwaves far beyond the (country).”

Meanwhile, Globe senior advisor for consumer lifestyle business Dan Horan said that the new generation of stores represents the company’s attempt at “engaging with customers to show them what the future’s digital lifestyles could look or feel like.”

He continued: “I haven’t seen any company around the world that’s really cracked that… (The third-generation stores) will be the beginning of the new age for us in retail, and it will also set the standard and the benchmark for retail across the world.”

Caliro noted that the CDO and North EDSA stores are the two highest-volume stores in the country, and expressed hope that people would be excited about the changes they will see. While being very secretive about exactly how the new stores would appear, the Globe executive said that the unique board-ups while the stores are being renovated offer hints as to what can be expected within.

“Gen 3 is about excitement and constant change,” Caliro said, and tied this into the revolutionary way that Globe is generating buzz about the impending rollout of its newly designed stores. “To symbolize this lifestyle-store revolution, Globe is holding live painting (sessions) to celebrate art and creativity,” Globe said a statement. Lead artist and “curator” is veteran and multi-awarded visual artist Ross Capili, who sees to the melding and continuous evolution of the murals board-ups at the store sites.

Replying to a question from The STAR, Caliro said that the process for conceiving the new store design started one-and-a-half years ago, when Cu asked him to “reinvent” or supplant Gen 2 stores. Caliro and his team went to Australia, Thailand, and Korea to study retail outlets. They also visited AT&T’s revolutionary new concept store, retailer Nordstrom, and worked with Ritz Carlton for customer service tips.

“There’s a blur between gadgets and telcos… no one’s organized it,” he observed. “There’s no rhyme or reason. Unless you’re a gadget geek, you wouldn’t know where to go… How do you curate all this stuff in a fashion that’s easy to understand, especially apps?”

Caliro said: “Something always changing in the retail environment. No one’s doing this.” He concluded by hinting at what customers can expect. “(There’s going to be) radically different technology in the store… there’s content in the air. Everywhere you look, there will be curated content.”

In a release, Globe announced that the “stores will house interactive lifestyle pillars, featuring a plethora of products within interactive displays that make it more relevant for customers. The installations are designed to be reconfigurable, keeping the environment engaging and interesting—giving reasons for customers to keep coming back to the store. “

Globe is set to open six more Gen 3 stores in 2015, with complete rollout by 2016.


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