Challenge

To retain market share, Batelco needed to fundamentally change its mindset and become much more customer and market focused. Landor's first task was to win over Batelco management and help them face the new realities of competition. This went far beyond a new corporate identity. Landor had to persuade Batelco to take a retail-oriented approach with much greater emphasis on mobile handset sales and service. This was to be the new paradigm and new way of doing business.

Solution

Landor created a bright, spacious retail concept to showcase mobile handset brands such as Ericsson, Siemens, and LG. Large-scale graphics and bold colors offset the latest in technology. The emphasis is on display, with proportionately much less space for handling transactions. The result is a striking, contemporary environment that sets the stage for Batelco's new business mode. The flagship store is in Bahrain's Seef Mall. Two more stores plus nine retrofits have also been implemented.

Store interiors are contemporary and display a variety of mobile handset brands.