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store guidelines

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store guidelines contents 1.0 2.0 3.0 4.0 5.0 6.0 7.0 concept overview process construction manual technical installation standard components premium components store communication guidelines 8.0 uniforms 9.0 appendix final contents and page numbering to be completed at final issue any draft may not be fully correct 2

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store guidelines 1.0 concept overview 1.1 brand strategy 1.2 colour materials management 1.3 store photos 3

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store guidelines 1.1 strategy 1.1 brand strategy to become the leader everywhere we operate by always providing our customers with international quality telco services ever simpler and more cost-effective solutions to increasingly complex communications challenges 4

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store guidelines mts are russia s biggest mobile phone company ­ but to remain in this position we are re-defining the mts retail experience through a new communication strategy the key target of this strategy is to shift the emphasis in the mts stores from service to sales ­ and this is to be achieved by educating and engaging customers and creating a more personal and customer focused store which will change the overall perception of the mts brand these guidelines are to be used to help you realise and execute this new communication strategy they are not a set of rigid rules for you to constantly use as a reference more an explanation of the new principles of the brand so that future in-store communications continue the work that has begun in redefining the mts retail experience 5

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store guidelines brand strategy the principles of retail communication can be linked back to the pillars of the overall brand strategy ­ do more be more get more be more staff who communicate with customers as individuals help to sustain and deepen their relationship with the brand dialogue also means we learn more about what they need be more do more do more when customers connect with products they are inspired to try new services and their experience becomes more rewarding word spreads fast get more communications that talk like people help to set the agenda for staff customers more always offer get more 6

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store guidelines retail strategy communications platform more conversation a dialouge between staff as individuals learn more about what customers need a rewarding experience when customers connect with products they are inspired to try new services be more retail concept be more human empowering staff to treat customers as individuals and deepen relationship with brand engaging interactive experiences that inspire customers and position mts as a brand leader do more retail concept ­ `be more human brand environment retail communications that re-connect with customers by communicating in a human way · empowering staff to treat customers as individuals and deepen their relationship with the brand · engaging interactive experiences that inspire customers and positions mts as a brand leader · the basics clearly explained to help customers connect better with the people that matter comms platform ­ `celebrate talk customer journey as conversation at every touch-point accessible friendly clear simple retail personality move from functional to personal · a dialogue between staff and customers as individuals learn more about what customers need · a rewarding experience when customers connect with products they re inspired by new services · communications that talk like people help set the agenda for staff providing a model for behavior and guiding sales brand promise wi-fi 3g word spreads fast always more retail concept be more human the basics clearly explained to help customers connect better with people that matter to them prices tariffs services emotional communications platform more conversation communications that talk like people help set the agenda for staff providing a model for behavior and guiding sales functional get more 7

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store guidelines 60 sqm up to 60 sqm service be more service be more 30 70 40 60 retail do more retail do more retail get more retail get more 8

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store guidelines 1.2 colour material management creating a colour and materials strategy for mtc retail environment in creating a colour strategy for mtc we have ensured that the palette has been designed with the core brand values at its heart colour is the first thing that people see nothing brings a product a communication or a space to life as colour it speaks volumes without words is uplifting energizing mood creating cuts thru the clutter and is profitable colour can give brand instant recognition when companies invest in building brands an outlay in distinctive colours is an asset when it comes to logos or packaging or imagery for communication colours at all touch points reinforce the story the brand is telling it speaks a global language and transcends vocabulary colours need to be rendered correctly and translate from logo colour to electronic media to print to retail space in a believable and moderated manner 9

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store guidelines 1.2 combined strategy colour materials management mtc core brand values 1 leadership 2 world class quality 3 customer orientated 4 driven to deliver 5 clear and concise 6 shaping the future 7 affordability a colour strategy that reflects these will consistently reinforce the brand s values and enable customers to experience the brand correctly mts new focus on retail moves the colour and material strategy palette towards the `be more and `get more sections of the spectrum both warming the space and increasing brand presence through large format and bold imagery and dynamic use of red white corrian stainless steel solid wood oak veneer oak reflective semi transparent 10

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store guidelines 1.3 store photos photos to replace renders upon completion of project and availability of professional photographs 11

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store guidelines 12

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store guidelines 13

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store guidelines 15

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