case study
Since 2005, when Telefonica bought
BellSouth, Movistar has been a leading
mobile network in South America and
now offers a range of consumer and
business communications services
including mobile telephony, landline
service, broadband and television
(satellite or IPTV, depending on the
location) - in Spain and the majority
of Latin America.
Retail operations are crucial
to Movistar’s relationships with its
customers. For example, in Chile,
Movistar has 68 directly owned stores
throughout the country, as well as 300
concessions within larger stores. These
are supplemented by 50 staffed kiosks in
shopping malls. These allow customers
to browse Movistar’s services under the
guidance of a member of staff.
Flagship store
PX Group, a regional interactive retail
specialist, has been the Movistar
technology partner in Chile and in Peru
for over ten years. They ensure that the
customer experience is the best and
most exciting possible, and make full
use of new technologies as they become
available. Their most recent project has
been to refresh the network’s flagship
store in Chile’s capital city, Santiago,
and renew the estate of kiosks across
the nation’s shopping malls. PX Group
designed the store layouts and kiosks,
and is building the hardware using
Zytronic Projected Capacitive (PCAP)
touch sensors
Sales and innovation manager
at PX Group, Anneliese Schemke,
explained: “The Movistar store is located
in a busy, upscale area of Santiago,
and the network wanted to make it a
destination, a place that its customers
would make a special trip to visit.
They asked us to create an exciting
digital experience for its customers in
locations that see very intensive use.
These stores are exceptionally busy,
and sometimes customers need to wait
until a member of staff is available. An
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