O2 unveils new split store concept


New store in Tottenham Court Road will open tomorrow and focus on both retail and SME channels

O2 and one of its franchise partners Telenomics today unveiled its new new split level retail store on Tottenham Court Road in London, which will deliver a focus on the operators retail and SME channels.

The store is the largest in O2’s 450 strong retail estate measuring 4,500 square feet across two levels.

The top level consists of O2’s new retail format which allows customers to interact with live handsets, browse accessories and make purchases.

Downstairs, O2 debuts its new walk in O2 Workshop concept (pictured), where O2 retail and SME customers are able to interact with three O2 Guru’s and book meeting rooms in which they are able to conduct their business.

The O2 Workshop which measures 3,500 square feet consists of a number of workstations that can seat up to 10 people, a customer lounge with soft seating and tablet devices for browsing, four semi private meeting rooms which can hold up to four people each and a seminar room which seats 30 people.

It also has a private conference room with interactive white board facilities for up to 10 people, a concierge bar for customer enquiries and booking workshops, an O2 Guru Bar for support and advice as well as full access to O2 Wi-Fi throughout the store.

The idea for the O2 Workshop concept came from research conducted by O2 that suggests over 50,000 small businesses are being forced to shut down every month due to the instability of the UK economy.

O2 head of SME Simon Devonshire said at the opening that the new space allowed O2 SME customers an alternative place to conduct their work in an ideal location.

“The technology and mobile communications sector is well placed to enable change and provide one stop shop support, and with our passion for small businesses and entrepreneurship, we’re proud to be working with Telenomics for the launch and trial of the O2 Workshop space.”

Devonshire said he was convinced the store would be a success and that the operator was confident it would roll out similar facilities in other parts of the country moving forward.

New approach to retail

As well as offering a new concept for its SME customers, O2 head of retail Richard Baylis said the store was part of a wider approach to its retail business announced in January.

This involved increasing investment in its retail estate, rolling out a new store design and adding a further 250 new O2 Gurus to its estate.

“As part of this change, we continue to trial new retail environments, such as our first supermarket concession (in Sainsbury’s), and now in the form of the O2 Workshop at Tottenham Court Road.

The store will open to the public tomorrow (September 21) at 9am.