JudgeGill works with Start Creative for Russian retail job

Start JudgeGill has been appointed by Mobile TeleSystems OJSC, the largest mobile phone operator in Russia and the CIS, to develop new retail store concepts and communications guidelines for its retail chain in Russia.

MTS selected Start JudgeGill to develop in-store communications guidelines and store layout concepts. This includes the creation of visual guidelines for the stores, point of sale materials and window displays, among other things.

Start JudgeGill have been working with MTS since 2007 to develop its retail experience for MTS customers in Russia. Start JudgeGill has experience in working on retail and brand communications for clients such as Virgin Media in the UK and Adidas in the UK, China, France and Germany.

“Working with Start JudgeGill on retail stores concepts and communications guidelines has already delivered great results for MTS, such as the launch of the new MTS flagship store in Moscow. The key focus of our retail development is to provide best-in-class customer experience through personalized service and better tailored products, including exclusive devices bundled with applications developed by MTS,” said Mikhail Gerchuk, vice president and chief commercial officer at MTS.

Kevin Gill, managing director of Manchester-based JudgeGill, said: “Our brief is to build on the current retail concept and evolve it to help MTS communicate with its retail customers even better, through inspiration, education and trial. Our design will tie in with MTS’ brand positioning of ‘Always More’ and will not only encompass fixtures, fittings and store layout, but will also involve in-store literature, point-of-sale and interactive elements to deliver a total brand experience. This new solution will be unlike anything Russian mobile customers have ever seen before.”