(Source: Entrepreneur Philippines | 17 August 2016)
For nearly half a decade, local telecommunications giant, Globe Telecom Inc., has managed to buff its sales of phones along with their attendant frills—and it did so by taking great strides to sell something else.
Nowadays, “[we] don’t just sell you phones,” said Joe Carilo, the company’s head of retail transformation and management. “[We] sell what that phone can do for you. What we sell are the possibilities.”
Speaking on the first day of the 23rd National Retail Conference held at the SMX Convention Center in Pasay City, Carilo said that the company has managed to up its game through the new range of Globe stores that have been popping up in different parts of the Philippines since 2014.
An example he cited was the company’s Gen 3 stores, interactive spaces designed to showcase the capacity of Globe’s latest gadgets. And then there’s Globe’s flagship Iconic Store in Bonifacio Global City; more than a traditional retail outfit, the two-part store linked by a conspicuous glass bridge was designed not just to sell Globe’s products but also to serve as a venue for shows and a number of on-ground events.
And while all this was going on, the company has garnered the attention of its consumers. It has seen the transformation of its stores from places of transaction to actual lifestyle destinations frequented by people. It has also managed to increase the average monthly sales of its stores from 2015 to 2016 by about 26 percent. Meanwhile, available figures showed that the revenue growth of Gen 3 stores has also managed to outpace the growth of Globe’s regional stores by 448 percent. Such figures, according to Carilo, justified the changes which he jokingly called “insane.”