Overview
IMO is a national multi-carrier mobile retailer that delivers on the promise of its full name: Independent Mobile. IMO stores were conceived as an alternative to the carrier-led handset sales and promotions-led service offers that have turned traditional cell phone retailers into a passive commodity-shopping experience. Catapult Thinking's brand identity and retail communications strategy emphasized IMO's high degree of personal service, welcoming environment, and proprietary tools that equally represent all the carriers in a market. IMO has re-set mobile retailing expectations for customers seeking a clear alternative to high-pressure high street merchants. It is positioned to become a reliable, consistent advisor to its customers as their handset and service needs mature.
Impact
Featured in USAToday, Fast Company and on CNN Money, IMO is representative of a new retail store format that analysts refer to as a "solutions boutique." The initial IMO stores have been well-received in their Columbus, Ohio and Framingham, Massachusetts test markets.
