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Verizon’s Technology Playground

on January 11 | in Stores, Technology | by | with No Comments

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The recently opened Verizon flagship in the Mall of America, Minneapolis, signals a new approach to retail for the US telecommunications company.

The playful space is a hub of interactivity. Written information and verbal explanations have been replaced by a series of engaging and entertaining activities. It is, as Verizon says, a ‘technology playground’.

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The edutainment-focused flagship aims to inspire shoppers with ideas on how to expand their mobile lifestyle. This is achieved through a sequence of experiential zones that include (amongst others):

Get Fit – a virtual walking station for testing products related to sport and fitness.

Amplify It – a music-dedicated zone, which lets you experiment with 299 different speaker types.

Customize It – a digital booth where you can design custom phone cases.

To help guide the customer, the store also has a Wireless Workshop, inspired by Apple’s Genius Bar, where customers can get expert service or sign up for free lessons and advice sessions.

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Consumer insight:

By providing experiences beyond the basic transaction and by connecting the product to each customer’s individual lifestyle, Verizon forges a meaningful relationship between brand and shopper.

Brand take-away:

Information and reviews on electronic products are available in abundance online. Bricks and mortar stores need to play up to their strengths and satisfy their knowledge-hungry customers in a way that cannot be achieved online.

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Via Fitch for RW

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