{"id":583814,"date":"2025-02-25T07:08:35","date_gmt":"2025-02-25T05:08:35","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=583814"},"modified":"2025-02-25T08:18:23","modified_gmt":"2025-02-25T06:18:23","slug":"inside-cell-cs-impressive-new-stores","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/cellular\/583814-inside-cell-cs-impressive-new-stores.html","title":{"rendered":"Inside Cell C’s impressive new stores"},"content":{"rendered":"\n

Following its rebrand in October last year, Cell C has refurbished several of its stores, which its parent company, Blue Label Telecoms, said was “really, really impressive” during its recent results presentation.<\/p>\n\n\n\n

To see what all the fuss was about, MyBroadband visited Cell C’s Rosebank branch, which received the upgrade earlier this month.<\/p>\n\n\n\n

One of the shop’s employees said it had reopened in early February after a “complete makeover” that lasted about two weeks. He said nothing had been left untouched during the renovation.<\/p>\n\n\n\n

Upon entering the store, you are immediately bathed in a luminescent orange hue \u2014 the mobile operator’s primary logo colour.<\/p>\n\n\n\n

This is thanks to the neon lights lining the walls of the shop, creating soft, warm lighting.<\/p>\n\n\n\n

This is vastly different from the stores containing Cell C’s old branding, which use a combination of slightly harsher orange and purple light.<\/p>\n\n\n\n

The store we visited had demo devices sorted according to make along the sides of the shop, with their respective branding, including Apple, Honor, Samsung, HP, Vivo, Huawei, and Oppo.<\/p>\n\n\n\n

Best-selling devices were on show at a stand in the middle.<\/p>\n\n\n\n

To add to the orange and black theme, some of the shop’s walls and pillars were covered with wallpaper featuring a repeating pattern of the new logo.<\/p>\n\n\n\n

Cell C announced in June last year that it would change its store strategy<\/a> by selling 44 of its 47 retail outlets and moving to a franchise model.<\/p>\n\n\n\n

The telco’s chief officer for sales, distribution, and regions, Chris Lazarus, said this was not to be seen as the company divorcing itself from the brand.<\/p>\n\n\n\n

“The brand remains that of Cell C, and if anything, you’re going to see further investment in that brand over the next 18 months,” Lazarus said.<\/p>\n\n\n\n

“We’re looking at creating an opportunity of enterprise development and SMME, where our staff themselves can partake in the future ownership of some of these stores.”<\/p>\n\n\n\n

He also responded to concerns about job losses, saying that employees had nothing to fear, as all contracts with staff members would be transferred to the new store owners.<\/p>\n\n\n\n

A few months later, Cell C announced a brand refresh, changing its logo’s colours to black and orange and changing the last “C” in the name so that it was no longer fully encircled.<\/p>\n\n\n\n

At the launch event, Cell C chief marketing officer Melanie Forbes stated that the company didn’t have an awareness problem; Cell C had to convince customers to consider it.<\/p>\n\n\n\n

To tackle that, she said they focused on changing the narrative around their network and service quality.<\/p>\n\n\n\n

This was the fourth time the telco changed its branding.<\/p>\n\n\n\n

Cell C launched in 2001 with a logo consisting of black-and-white text on a red background and the tagline “C for yourself”.<\/p>\n\n\n\n

The brand lasted until May 2010, when Cell C underwent its first major network refresh and switched to a logo featuring the letter C within a circle \u2014 much like a copyright sign.<\/p>\n\n\n\n

The company’s corporate colours were taken from the South African flag, and its tagline was changed to “The power is in your hands.”<\/p>\n\n\n\n

In 2018, Cell C dropped its black-and-white logo with a multicoloured underline for one with a new font and orange background.<\/p>\n\n\n\n

Cell C also changed the slogan, this time to “Connect your way”.<\/p>\n\n\n\n

Photos of Cell C’s refurbished Rosebank store are included below.<\/p>\n\n\n\n

Pictures: Revamped Cell C store<\/h2>\n\n\n\n
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Cell C’s new logo<\/figcaption><\/figure>\n\n\n\n
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Cell C logos over time<\/figcaption><\/figure>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Following its brand refresh in 2024, Cell C has refurbished a number of its store, which its parent company has said is “really, really impressive.”<\/p>\n","protected":false},"author":341175,"featured_media":583853,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[355,58256,88258],"class_list":["post-583814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cellular","tag-cell-c","tag-jorge-mendes","tag-melanie-forbes"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/583814"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341175"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=583814"}],"version-history":[{"count":15,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/583814\/revisions"}],"predecessor-version":[{"id":583972,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/583814\/revisions\/583972"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/583853"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=583814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=583814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=583814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}