Swisscom is redesigning its retail stores in an attempt to provide a more personalised customer experience.

The operator said it is renovating its stores to create a "warmer" environment and training its staff so they can deliver customised advice and the opportunity to test products and services on-site.

Swisscom added it was responding to their customers’ growing technical know-how and differing expectations.

"They have higher demands in terms of the shopping experience and expertise," said Christian Petit, Swisscom’s Head of Residential Customers.

Visitors to the operator’s 131 Swisscom Shops will now be greeted in person by an iPad-equipped employee, who will be able to individually respond to enquiries, offer product support and advice, and assist with purchases.

Stores will also offer courses on smartphone, tablet, and Swisscom TV use, and in specific locations include a SME (small to medium enterprise) centre to provide business customers with tailored support.

Swisscom has trialled their new stores in 15 locations over the last two years, and is now pursuing nationwide implementation.

All Swisscom Shops, which see over 5 million visits annually, will be renovated by the end of 2014.

The news follows the announcement by EE in May of a similar overhaul.

Want to find out more about why operators are upgrading their retail stores? Click here to view exclusive videos from European Communication’s customer experience seminar.