Globe Telecom opens Generation 3 stores

Globe Telecom has launched its iconic Generation 3 Stores in several locations, and more are on the way this year to bring the world-class telco retail experience to customers in the Philippines.

The conversion of its existing stores to GEN3 Stores is “exciting, unexpected and experiential”, said Joe Caliro, Globe’s head of retail transformation and management.

The first of these stores were unveiled at the same time in SM North EDSA, Quezon City, Manila, and in Limketkai Mall, Cagayan de Oro.

They offer a totally interactive customer experience using a combination of lifestyle zones with stories and exciting features for customers to experience and enjoy.

“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 Caliro.

They will also showcase the latest products, devices and services offered by Globe. An example is the Google Cardboard — Globe is the fi rst retailer in Asia to introduce and carry this fold your- own virtual reality headset.

Apart from the reconfigured physical format, the lifestyle zones will also highlight the stories of different brand ambassadors every quarter. It will be a platform for the introduction of ‘must watch’ personalities in art, community and technology.

The Globe GEN3 Stores are designed by Tim Kobe, founder and CEO of Eight, Inc, whose most famous work is the Apple Store in New York.

On his design concept for GEN3, Kobe said: “Th e 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.”

Kobe added: “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% of the reason why someone engages with a brand comes from word of mouth. Interestingly, 80% of word of mouth comes from direct experience. Designing the experience is critical to building brand advocates.”

Hence, the GEN3 Stores are said to be designed to provide an innovative mix of lifestyle vignettes to illustrate and enable customers to see and experience mobile and broadband technologies as connected solutions.