T2 increased sales due to navigation services / Society news of Krasnoyarsk and the Krasnoyarsk Territory / Newslab.Ru

T2, a Russian mobile operator, has increased its e-commerce sales through integration into the 2GIS mapping service.

The cooperation between T2 and Rostelecom in their presence on the site made it possible to increase the number of online purchases in this channel by 218%. The number of audiences attracted by the T2 digital showcase in the geoservice exceeded 1 million people.

2GIS is an innovative channel for attracting and interacting with clients of T2 and Rostelecom. Geoservices are not only a navigation tool, but also a full-fledged digital showcase of a brand, directly influencing online and offline traffic and customer choice. Since the beginning of cooperation between T2 and 2GIS, the operator’s electronic sales on the site have increased by 218%. The number of users interested in T2 offers in the service exceeds a million people.

A key factor in the growth of targeted customer actions is the strengthening of the visual presence of T2 and Rostelecom in the digital environment. To achieve this, the group of companies has introduced a comprehensive showcase of its services and products. A third of users who switched to the T2 card performed a targeted action: they built a route, went to the website, or called the customer center. In total, the share of clients who visited T2 communication stores after using geoservices reached 10%. The unique formats of 2GIS have become a stable and constant source of new connections for Rostelecom.

The platform tools allowed clients to find virtual objects of Rostelecom, which does not have its own offline network, on the 2GIS mapping service. The company also implemented a unique project for the market to be represented in the cards of residential buildings in the “organization in the house” section. This helps 2GIS users see which residential buildings have the opportunity to connect to services from Rostelecom, and the company itself gains new points of contact with potential audiences.

“Today, digital navigation directly affects offline traffic. We use geoservices in an unconventional way: not only as an advertising platform, but also as a sales tool. For the telecom market, this use of navigation services is a real innovation in geomarketing. It is important for us to systematically manage all points of contact with the client within the company group. The project shows that the synergy of technology and the retail network provides a multiple increase in efficiency. This confirms the success of the strategy of the B2C clusters T2 and Rostelecom in developing digital ecosystems and strengthening the presence of brands at points of contact with the client,” noted Director for Sales and Mass Market Development of T2 and Rostelecom Denis Goleschikhin.

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