Virgin Mobile SA to reduce store footprint

Virgin Mobile South Africa says it will revise its distribution footprint as part of a plan to improve its customer experience.

In June, Virgin Group and Friendi Group signed a strategic partnership agreement for the Middle East and Africa. The groups would merge their regional telecom operations to create a combined entity called Virgin Mobile Middle East & Africa (VMMEA).

“An important benefit of this change for Virgin Mobile in South Africa is a renewed focus on delivering a true Virgin customer experience at every customer touch point,” it said in a statement on Tuesday (31 July).

The group says its aim is to deliver an “improved and differentiated customer experience” by leveraging VMMEA best practice and investment in improved systems and processes across all aspects of Virgin Mobile South Africa’s operations.

Virgin noted that the initiative has already kicked off and is expected to conclude during the first half of 2013.

As part of the plan to accomplish this, Virgin Mobile South Africa said it will initially reduce its store footprint to fewer stores in key locations in each region and then, over the next 18 months, roll out additional physical points of sale across South Africa that will manned by Virgin Mobile’s customer champs.

Virgin Mobile South Africa will be converting eight key stores from sales focused franchise stores into full service stores offering our entire range of products and services including sales, renewals, upgrades and customer service and advice.

“The company will also be offering online sales and service through a new improved website and is exploring new, alternative sales channels that make sense for customers,” it said.

Virgin Mobile South Africa’s key store locations will be as follows: Gauteng – Eastgate, Southgate, Key West and Cedar Square; Western Cape – Canal Walk; Kwa-Zulu Natal – Pavillion, Galleria; Limpopo – Mall of the North.

Virgin Mobile SA said last month, that it has identified a new CEO to replace Steve Bailey, who stepped down from his post at the end of May; however, his identity or joining date is not yet ready to be made public.

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Virgin Mobile SA to reduce store footprint