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The Canadian telecommunications market is changing.
New wireless entrants are crowding the market and incumbents are responding with price-led offers and discount brands. Not surprisingly, the result has been intensified competition and downward pressure on margins. In light of this development, providers are investing in their channel infrastructure as a means of acquiring and servicing customers more profitably. Based on Accenture research and experience, we suggest focusing on understanding customer needs, optimizing store operations, improving merchandising, and providing a store environment that delights customers and encourages them to continue to visit stores.
In Canada, the retail channel provides communications service companies with perhaps their single most promising opportunity to achieve sustainable differentiation and competitive advantage. Retail stores are important to Canadian consumers, and will remain so for years to come.
This paper—based on a combination of consumer and provider surveys in addition to in-store research—reveals four key areas Canadian communications providers should focus on to build a differentiated retail capability:
Accenture’s suggested approach to retail excellence in for communications providers is informed by the experiences of leading companies and our proprietary research. At the heart of this approach are four key aspects of the retail channel that Canadian providers should focus on:
Learn more about Accenture Retail Solution for Communications, Media and Technology
Patrick Blileypatrick.firstname.lastname@example.orgSenior Manager, Accenture Strategy, Canada
John Hoellerjohn.email@example.comSenior Executive, Retail, Accenture Communications, Media and Technology
David Saferdavid.firstname.lastname@example.orgManager, Accenture Strategy, Canada
October 17, 2011
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