Virgin Mobile South Africa expands retail presence


Virgin Mobile South Africa has kicked off a multi-million-rand national retail expansion to entice new customers to its network and increase its presence in the mobile telephony market. Five new retail outlets have opened since November last year and a further ten are planned to open over the next 18 months, bringing the total Virgin Mobile franchise stores to 42.

The national roll out of the dedicated Virgin Mobile franchise stores has commenced with the opening of outlets in the Menlyn, Lakeside, Kollande, Pavillion and Westgate shopping centres over the past four months. In addition to the roll out of the new franchise stores Virgin Mobile has opened 13 branded dealer stores throughout KZN which has expanded their retail footprint visibly in this province.

The rationale behind the expansion includes a more visible presence and an enhanced customer service offering while ensuring that the stores have been designed with a firm nod at the global ‘Virgin’ look and feel. Store layouts are customer centric and aimed at making the browsing experience as easy and pleasurable as possible. Branding in the stores is very distinctive and sets the Virgin stores apart from competitors due to the colour, liveliness and ‘attitude’ of the brand.

Advantages of the branded franchise stores include offering walk-in customers a wider range of in-store services; a higher level of customer care; and a more specialised sales service. Walk in customers can now browse for new deals, find out more about products, manage account and billing enquiries and renew existing contracts in store.

An emphasis on customer service excellence is evident in the improved systems and an intensive training rollout to ensure that in-store Virgin Mobile Champs have extensive knowledge on any type of query. The company has also put stringent quality control measures in place to ensure accountability for service given, and have switched to a franchise model to ensure that store owners take pride in and ensure a high level of customer service.

Virgin Mobile’s retail expansion coincides with the launch of an upgraded and more interactive website It boasts a funky new look and new content, and includes easier access to product information, easier navigation as well as quick access to the best web deals at the Online Store.