Source: Tigo Press
Tigo’s commitment to Colombia does not stop. In addition to the historic launch of 5G, with which the company has managed to lead the technological evolution of the sector, coupled with the strength of digital channels, Tigo is now investing over $5.7 billion to open nearly 100 new commercial points across the country.
Initially, the commercial points being opened by Tigo have generated more than 150 new jobs. “We are facing a complex 2024 due to the macroeconomic context and the current state of the sector. Therefore, Tigo continues to concentrate its investments to meet the goal of connecting more Colombians. We will achieve this by being much closer to consumers both physically and digitally,” explained Julián Orjuela, Tigo’s Go to Market director.
Physical stores complemented by digital power
At one point, KPMG conducted an international study on technology users. One of the main conclusions was that 49% of consumers who choose to shop in a physical store do so with the aim of seeing and touching the product before purchasing it, for the possibility of trying it on, and due to the concern that the products may differ from how they appear on the website.
“Colombians need proximity to acquire a product or service. Consumer habits show that they like to ask questions, perceive, and have proximity to a specialist before buying. These feelings or perceptions cannot be digitized, which is why we invest in specialized physical stores,” explained Julián Orjuela.
The physical spaces for purchasing perfectly complement digital platforms for transactions such as paying bills, recharging minutes and data, checking or scheduling visits, among others. “The important thing is to have a robust and specialized presence both digitally and physically,” explains Julián Orjuela.
High-traffic areas in the heart of cities
The heart of the capitals in Colombia is their neighborhoods. Operators like Tigo have found meaning in bringing sales or support points as close as possible to the residential areas of users. This is especially true after the pandemic, which reduced long-distance travel for individuals and families.
Executive Julián Orjuela explains that, “capillarity refers to having the largest possible number of sales or contact points between a company and its users or potential customers. Currently, at Tigo, we combine high-traffic areas like shopping malls with increasingly strategic points in the neighborhoods of major cities to save clients’ travel time.”
Ultimately, the commitment of companies in the telecommunications sector is focusing on the combination of the two worlds: physical and digital. Always focused on sales and user support. “Colombians will always need physical channels to guarantee closeness, contact, and the peace of mind that comes with advice, creating a bond in the medium term,” concluded Orjuela.