Vodafone Shops: Numerous branches in Germany to be closed

The Corona pandemic has far-reaching consequences for the stationary sales structure. Mobile operator Vodafone is also affected and is “realigning its stationary sales structure”. Specifically, around seven percent of the more than 1,000 Vodafone stores across Germany will be closed.

Seven percent of all Vodafone stores will be closed

Around seven percent of Vodafone stores available in Germany will be closed by 2024. The mobile operator announced this in a press release. One of the reasons cited is the Corona pandemic, which has had far-reaching effects on the purchasing behavior of Germans.

“In locations where the customer frequency in the wake of the Corona pandemic has declined sustainably and in shopping streets where Vodafone was previously represented with several stores, Vodafone optimizes its sales positioning by reducing the number of stores,” it says on the part of Vodafone.

On the other hand, one wants to open especially in major cities such as Hamburg or Berlin partly also new stores. Overall, however, the total number of Vodafone stores will be reduced by seven percent by 2024.

However, the employer intends to offer employees from the affected stores alternative job opportunities within the company, the statement continues. For example, in nearby stores that are not affected by the closure. “In cases where these alternatives are not an option, Vodafone will strive for socially acceptable solutions in close consultation with employee representatives,” the company writes.

Focus on better shopping experience

The online boom and the Corona pandemic have permanently changed customer frequency and behavior in retail, affecting almost all sectors. However, those who still prefer to shop locally should benefit from an additional level of service and advice as a result of the restructuring of Vodafone stores.

At the same time, however, the shopping experience is to be further improved in order to be able to respond better to customer wishes and changed shopping behavior. Employees in the stores are to receive further training.

The number of training sessions was already increased by 10 percent last year. In addition, Vodafone has established new hybrid training formats that combine on-site coaching and virtual training forms.

In addition, the on-site shopping experience is to be further improved and made more pleasant. Around 10 percent of the stores are to be equipped with new furniture and an improved hardware concept each year. This should also benefit customer advice, which is to become even more transparent and better with the help of digital and interactive tools.

• Read more: Vodafone pushes eSIM in Germany

Improving the online experience

At the same time, Vodafone will continue to strengthen quality in the online segment. The number of online bookings has increased by 40 percent within the last three years, the company says. In order to take this into account, the company wants to continuously improve the online experience. However, the mobile operator did not provide any concrete details.