Editing Telstra (section)

===== Retail store strategy =====
In February 2021, Telstra announced plans to take back full ownership of its 337 retail stores. At the time of the announcement Telstra owned and operated 67 of its stores, Vita Group owned and operated 104 stores, and the remaining 166 were operated by individual licensees.<ref>{{Cite web|date=11 February 2021|title=Vita shares plunge as Telstra takes control of retail stores|url=https://www.afr.com/companies/retail/telstra-takes-control-of-retail-stores-20210211-p571l2|access-date=2021-05-04|archive-url=https://web.archive.org/web/20210211065319/https://www.afr.com/companies/retail/telstra-takes-control-of-retail-stores-20210211-p571l2|archive-date=11 February 2021}}</ref> The process of transitioning stores back to Telstra ownership took around 12 to 18 months to complete.<ref>{{Cite web|date=26 February 2021|title=BREAKING NEWS: Telstra To Take Back Control Of Retail Stores Threat To JB Hi Fi – channelnews|url=https://www.channelnews.com.au/breaking-news-telstra-to-take-back-control-of-their-retail-stores-threat-to-jb-hi-fi/|access-date=2021-05-04|archive-url=https://web.archive.org/web/20210226190929/https://www.channelnews.com.au/breaking-news-telstra-to-take-back-control-of-their-retail-stores-threat-to-jb-hi-fi/|archive-date=26 February 2021}}</ref> As  part of the T22 program Telstra also brought its call centres back on shore.

Ultimately the T22 strategy proved to be very successful with a significant improvement in customer metrics, employee engagement, a return to profitable growth supported by a $2.7 bn reduction in annualised costs. Telstra's share price increased more than 50% from a low in 2018 of $2.63 to more than $4 in 2022.