The company’s response to the initial concept was to develop the Vodafone WOW Stores using front-line technology to create a fun, interactive store environment. The implementation of interactive kiosks encouraged customers to intuitively explore contents and services. Brand interaction and involvement became easier and more effective and the kiosks allied with store staff (who received training on how to use the new software and hardware) in providing customers with the sufficient autonomy to obtain additional information and solve ensuing problems without having to resort to the aid of shop attendants.

The results revealed that the promotion helped to intensify the consumer brand experience and increase sales. Surveys carried out on 700 participants at traditional Vodafone stores from 28th April to 14th May 2005 and subsequently, after the implementation of WOW Stores, from 15th to 21st September 2005, rendered the following results: time waiting to be attended decreased by 25%; percentage of customers positively surprised by the novelty of the WOW stores and overall customer expectations rose by 12.6% and 14.2% respectively. In addition, a monthly average of over 1,100 MMS messages were sent out from the store's Fun Kiosks.