The operator "VimpelCom" (Beeline brand) has begun to develop a new format of retail franchise - Shop in Shop, focused on small and medium-sized cities where the operator does not have its own retail network.
Shop in Shop has become a new stage in the development of the previous concept of "Franchise Lite". The format involves the integration of a branded zone of the operator into the infrastructure of an already operating store. The company explained:
The minimum investment is about 300 thousand rubles in Moscow, in the regions this figure is lower, which makes entering into a partnership accessible to small and medium-sized businesses.
The branded zone includes a counter, showcases with SIM-cards, smartphones and accessories, as well as an employee who provides the full range of services - from connecting subscribers and changing the tariff to restoring SIM-cards.
The pilot project in Moscow is being implemented jointly with a small network specializing in the sale of mobile accessories. There are currently more than 50 Shop in Shop points operating, and it is planned to increase the number by at least 30 by the end of 2025.
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