Vodafone Greece’s investment programme, worth more than €15 million, is well under way. It aims to transform the company’s retail network by refurbishing all its stores over the next two to two and a half years.
As Lefteris Antonopoulos, head of Marketing at Vodafone Greece, explained at yesterday’s presentation of the refurbished store at The Mall Athens, the company has a total of 265 sales outlets across Greece: 245 standalone Vodafone stores and 20 shop-in-shop locations inside Public stores.
More than 65 stores have been refurbished so far, while the programme, which began a year ago, is progressing in stages according to priority. Work is being carried out simultaneously in different parts of the country.
Mr Antonopoulos also made clear that the company has no plans to reduce the number of its stores.
As part of its new strategy, Vodafone aims to turn its stores from traditional outlets selling mobile and fixed-line services into technology destinations, with a broader range of products and services. The change is therefore not limited to the appearance of the stores, but reflects the company’s shift towards a different retail model, in which telecoms services sit alongside a wider portfolio of technology products.
“Every store in the chain that is refurbished shares the same promise: how we can make technology tangible for everyone through the experience,” Mr Antonopoulos said, describing the thinking behind the network’s transformation.
The new look of Vodafone stores
The refurbished store at The Mall Athens is Vodafone’s second flagship, after Golden Hall, the first flagship store to be refurbished under the new strategy. Mr Antonopoulos described the new store as the chain’s second “crown jewel”.
The two stores, each covering about 150-160 sq m, serve as reference points for the new look gradually being adopted across the network, with the same approach being applied to smaller outlets, which average about 75-80 sq m.
Vodafone’s store at The Mall Athens has moved to a new location within the shopping centre and is now on the ground floor, alongside other technology businesses. According to Mr Antonopoulos, the move is part of Vodafone’s strategy to position itself as a technology destination.
Describing the space, Mr Antonopoulos said that “when you enter the store, technology unfolds before you as if putting on a show”, through product demonstrations, 3D screens at the entrance and new technologies.
“We needed stores that weren’t static, but could adapt,” he explained, adding that “the whole store is built around racks”, where products can be added or removed so that new devices and services can be showcased each time.
Artificial intelligence comes to Vodafone stores
Vodafone also plans to introduce new artificial intelligence (AI) capabilities in all its stores to enhance the visitor experience. According to Mr Antonopoulos, these are expected to be available from early 2027.
Specifically, the company plans to introduce a digital assistant to complement store staff, allowing customers to look up information for themselves and receive personalised recommendations for technology products based on their needs.
Using the refurbished store at The Mall Athens as an example, Mr Antonopoulos explained that its vertical screens are already interactive, allowing visitors to view information and compare products. With the addition of AI, customers will be able to interact with the digital assistant, which will recommend the options best suited to their needs.
New product and service categories
The network’s renewal is also accompanied by a broader range of products available in Vodafone stores. Laptops from major manufacturers are being added to the portfolio, while the company is expanding its offering of smartphones, headphones and gadgets. The Home category is also being strengthened.
In the Internet of Things (IoT) category, Vodafone is expanding its range with products related to security, home control and energy saving.
The company is also strengthening its digital safety solutions for children. In collaboration with Samsung, it offers devices with controlled access to apps, as well as the Qustodio parental-control service, which includes, among other features, an SOS function and the ability to contact a parent immediately.
Particular emphasis is also being placed on the television category, which, according to Mr Antonopoulos, is performing particularly well commercially. Vodafone Flex is also helping to boost sales, allowing customers to buy technology products in up to 36 interest-free instalments through their mobile phone bill.
As he noted, customers who use Vodafone Flex tend to choose more expensive products with more features.
Mr Antonopoulos also previewed further announcements about Vodafone TV, saying: “You’ll hear from us soon.”
The refurbished stores will also include a dedicated service area for the Tech Heroes technology team, which provides customers with personalised support in using their devices and technology services.
Available services include Vodafone Tech Insurance, which covers smartphones and tablets; Vodafone Tech Protect, for screen protection; and Vodafone Tech Service, for device repairs.
Finally, Vodafone is upgrading the IT and connectivity systems in its stores. As part of this, it is using SD-WAN technology, which combines a fixed fibre connection with the 5G network to increase speeds, ensure connectivity and serve customers more quickly.