Michelle James
T-Mobile limitedsm opens 200th store nationwide
Wireless Dealer Magazine revisited with Lesley Hawks, T-Mobile Partner Acquisition Manager to find out how the T-Mobile limitedsm dealer-owned store program has progressed so far in 2009. T-Mobile is pleased to announce, by the end of September they will open their 200th T-Mobile limitedsm store in the US. Even in a challenging economic climate nationwide, the T-Mobile new dealer-owned store program is proving to fill a need in the wireless retail community. With a maturing wireless retail industry it is a feat to accomplish a new marketing-inspired retail entrepreneurship that is worth the investment.
Many of the new T-Mobile limitedsm store owners quickly become multiple store owners opening as many as five, ten or twenty T-Mobile limitedsm stores each. Of the new owners about one third are completely new to wireless, one third are new to T-Mobile but have wireless experience, and the balance represents existing T-Mobile exclusive or non-exclusive dealers.
One of the critical success factors for the T-Mobile limitedsm program can be attributed to the high standard of qualifications required in screening new owners. The initial ownership investment is substantial, yet financially manageable. With focus and commitment from the owner, many stores experience a rapid return on their investment. As many wireless retailers already know, residuals build over time and multiple locations with dedicated management can compound profitability.
“The new store ramp up process has gone smoothly,” according to Jonathan Blood, National Director of Channel Development. “Our T-Mobile limitedsm field teams have been there to support our new owners at every step. Their training begins with a 3-day ‘New Retailer Orientation’ in our Bellevue, WA home office, and continues in the retail store with physical site visits and telephone support.” Once a new owner is approved, the T-Mobile limitedsm program begins with what is called an “on-boarding” process. This includes everything from site selection and store design to implementation of procedures. Then, the T-Mobile limitedsm team assists with building the best possible grand opening plans supported by co-operative funds. Owners are offered the most competitive compensation and residuals T-Mobile can offer their dealer channel. Owners are supported by a dedicated field team ensuring retail store goals are achieved.
Customers in these new store locations have responded very well to the “Playground” retail store concept, making it very easy to shop for their wireless devices and the best services to meet their needs. Retail presentation and layout in the T-Mobile limitedsm stores is a leading driver of their success, maximizing foot traffic and overall in-store experience. Customers are offered some of the most enhanced services T-Mobile can offer and are guaranteed the same seamless customer excellence found at T-Mobile corporately owned stores.
There is a bright spot in wireless retail. A T-Mobile limitedsm store may be coming to a neighborhood nearby. Seasoned business professionals with a penchant for superior customer service are invited to apply with the T-Mobile limitedsm team onsite at the 2009 Wireless Dealer EXPO in San Diego or inquire further details from their website at http://www.t-mobilelimited.com.