Operator retail strategies for stores, omnichannel and devices: key survey findings

Debates about the future of retail stores have been amplified by the Covid-19 pandemic. This is true for all industries, not just telecoms. Consumers have come to expect omnichannel journeys; operators need to be aiming for these to attract and retain customers. While the shift in purchases to online channels will keep growing, telco retail operations will continue to maintain a core store presence to engage on a personal level, delivering enhanced experiences tailored to customer needs.

In October 2021, GSMA Intelligence surveyed 100 telecoms retail professionals from operators around the world to understand their views on the current and future shape of operator retail strategies. The goal was to better understand (and compare) how operators are evolving their retail strategies across a range of areas including retail stores, omnichannel practices, distribution, devices and sustainability. The accompanying dashboard provides all the relevant survey data, including data by region and operator size.