TPG pumps $20m into Vodafone store revamp as it capitalises on fed-up Optus customers

Vodafone has revamped 21 stores this year and more overhauls are expected as its spruiks its wares to capitalise on Optus’ woes.

Customers will be able to access Wi-Fi and more home internet solutions as part of a revamp of Vodafone’s stores. Picture: Bianca De Marchi

TPG has spent more than $20m overhauling its Vodafone stores as it takes on bigger rivals Telstra and Optus.

The revamp, completed over two years, includes public Wi-Fi and areas dedicated to “home connect” internet essentials, and tech giants Apple and Samsung.

TPG is expected to be the beneficiary of fed-up Optus customers switching telcos after last month’s massive outage left more than 10 million Australians without phone and internet services – with some unable to phone triple-0 – for about 11 hours.

It was Optus’ second reputational disaster in 13 months after last year’s cyber attack resulted in the theft of customers’ sensitive information and identity details, prompting the costly reissuing of driver’s licences and other key documents.

Analysts expect TPG – the country’s third biggest telco – and Telstra to win more market share as a result, and TPG has been wasting no time in spruiking its wares.

A total of 21 of its “new and improved” Vodafone retail stores opened in 2023 across most states and territories and plans are under way for the rest of this year and throughout 2024.

Vodafone general manager of consumer sales Russell Turner.

Vodafone general manager of consumer sales Russell Turner said: “We have transformed our retail footprint to give our customers an easy-to-navigate, and digitally-advanced experience.

“As our customers’ needs change, we are evolving with them. Our mobile network has tripled in 5G coverage over the last three years, meaning our customers are experiencing our fastest and most reliable network ever.

“These changes to our stores represent a new chapter for our retail offering alongside our great value and best-in-class service. We can’t wait for more of our customers to experience Vodafone first-hand.”

Mr Turner said public Wi-Fi was available in all stores, and larger locations were “offering the public a place to sit and recharge outside of storefronts”.

“Customers are invited to try Vodafone’s broadband service or simply pop by to unwind in between shopping,” he said.

Vodafone has opened new stores ahead of the Christmas rush at Norwood in South Australia, Cranbourne Park in Victoria, and Kawana in Queensland.