Verizon unveils new store design, retail strategy

 
Jan. 8, 2014

Verizon Wireless announced today that it is "totally transforming its customers' retail experience." The company said its new retail strategy is designed to unify customer touch points, connecting retail, online, mobile and customer service channels, and bringing the power of the Verizon Wireless network to technology retailing.

Verizon Wireless tapped Chute Gerdeman, a retail experience designer and strategic brand consultancy, to help craft its new retail strategy and develop the retail store design concept. This approach will change the course of Verizon Wireless' retail presence across the entire fleet of 1,700 company-owned stores, the company said.

An integral part of the transformation was the recent opening of a destination store occupying more than 9,000 square feet at Mall of America. The store is less about product than it is about lifestyle, as the state-of-the art, interactive and hands-on digital experience helps consumers understand how technology can impact their lives.

The new Chute Gerdeman-designed Verizon store at Mall of America is the first of its kind. (PRNewsFoto/Chute Gerdeman)
The new Chute Gerdeman-designed Verizon store at Mall of America is the first of its kind. (PRNewsFoto/Chute Gerdeman)

Chute Gerdeman's concept at the Mall of America destination store features mobile lifestyle zones that provide devices, accessories, and apps to better connect to one's lifestyle. This transformation is about more than selling phones, the companies said — it's about experiencing a more robust mobile life. Each mobile lifestyle zone is staffed by trained specialists who invite visitors to experience families of connected smart phones, tablets, applications, gadgets and gear that can enhance their tech-savvy lives.

Intended to be a showcase for technology and innovation in our daily lives, the store offers shoppers unlimited ability to discover new products, and try them out in real-time. Key to Chute Gerdeman's concept is the idea of discovery and exploration in the store environment.

Verizon's collaboration with Chute Gerdeman grew well beyond the new retail design concept to include merchandise assortment, staff training, real estate planning, and other aspects of Verizon's retail business. Chute Gerdeman brought more than 25 years of retail expertise to the table, spearheading the entire process from initial strategic direction to concept design to store execution.

Interactive displays across the store provide hands-on demonstrations and memorable, sharable experiences. Training and education are core to the store design, giving shoppers the information they need to make informed shopping decisions while learning about new technology. Curated smart accessory products across the store complement Verizon's selection of the hottest smart phone and tablet brands.

With nearly 100 Smart Stores already open across the U.S., Verizon said it will transition all corporate-owned stores in the near future.

Read more about store design and layout.


Topics: Merchandising , Point-of-Purchase / POP , Specialty Stores , Store Design & Layout


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