Kcell Store: a successful start and the beginning of regional expansion



JSC Kcell, the leader of the mobile market in Kazakhstan, is opening Kcell Store in Astana after a successful start in the southern capital. The first results of the implementation of a new business model proved that such a retail format can be considered effective and synergistic idea of the store and customer club - interesting for the Kazakhstani.

"The first experience has shown that we have chosen a concept, working for long in the markets of Western countries, has been successfully adopted in Kazakhstan. An informal and friendly atmosphere of our shop combined with high quality service, a wide range of smartphones and accessories with great offers from the company is the formula that has appealed to the Kazakhstani. We want as many of our customers as possible to try the best consumer experience in Kcell Store, that is why we are actively developing this network in the country", said Arti Ots, Chief Executive Officer of Kcell.

According to the company, over the two-month period since the opening of Kcell Store in the shopping center "Mega Alma-Ata" on March 14, the store has been visited by over 2,500 customers, who have drunk nearly 2,000 cups of coffee. During this period, the concept store has sold more than 570 phones and accessories.

In March, the best-selling smartphone in Kcell Store was iPhone 16GB Space Grey, its sales are amounted to 43% of total sales in the first month. The second most popular one was also the representative of the "Apple" brand - iPhone 64GB Space Grey - 37% of total sales.

In the second month, the Samsung Galaxy S6 Edge 32GB Black became the leader among smartphones sold in the store - 12% of total sales in April. The leader of the previous month, iPhone 16GB Space Grey, was on the second place this time in popularity among Almaty residents, in April 10.5% of "Apple" smartphone of this mode were sold.

The opening of Kcell Store in Astana is another step towards a large-scale expansion of the company in the Kazakhstan mobile retail market. By the end of the summer, similar stores-clubs will be opened in Atyrau, Aktobe and Shymkent. In total, in 2015 the company is going to launch 6 stores in this new format.

In Astana, Kcell Store is opening its doors to visitors on June 6th. It is located in the shopping center "Mega Astana" and it works from 10.00 to 22.00. To celebrate the opening of the store, from the 6th to the 13th of June Kcell Store will be providing 5%-20% special discounts on smartphones, as well as unique contract offers without advance payment.

At the festive opening all visitors will be able to participate in various contests, play innovative games Makey-makey, roll the smartphone-controlled Orbotix Sphero ball and drive racing cars.

Kcell Store is a trading space of a completely new format for Kazakhstan. The Customer will be able not just to test personally the purchased goods, but also to get advice on innovative technologies from advanced consultants, freely discuss the purchase with friends or access the Internet in the free WI-FI zone with a cup of coffee. In Kcell Store, there is also a usual service area, where customers can connect the number, top-up the balance, change the tariff plan and get advice on company products and services.