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Yoigo – one of Spain’s leading mobile network providers – wanted to explore opportunities in the UK SME market. To prepare for entry, the business needed to assess how existing UK providers marketed and merchandised their offers to small businesses in-store, identifying gaps and opportunities for differentiation.
Skopos conducted an in-store audit across all five of the UK’s leading mobile phone retailers. Trained shoppers visited outlets, covertly filming point-of-sale displays and collecting marketing materials aimed at SME customers. This provided Yoigo with a clear picture of how business tariffs were being presented – and how sole traders were being targeted.
The research revealed a significant gap in the UK market: in-store marketing towards sole traders within the business tariff space was limited and underdeveloped. This insight has directly informed Yoigo’s UK entry strategy. The brand is now developing a virtual store proposition, which Skopos London will test with SME audiences to optimise the offer before launch.
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