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 Written information and verbal explanations have been replaced by a series of engaging and entertaining activities.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’.
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.
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.
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.
Via Fitch for RW