Content area
Full Text
Verizon Wireless has set itself an ambitious goal: to transform the in-store experience across its entire fleet of 1,700 company-owned stores.
In November, the company unveiled its "destination store" format, in Mall of America, Bloomington, Minn. More than about selling phones and other devices, the 9,000-sq.-ft. store is designed to help customers experience a more robust mobile life.
Designed by Chute Gerdeman, Columbus, Ohio, the Mall of America store features interactive lifestyle zones where customers can engage with specially trained associates and experience and learn about wireless gadgets, apps and tech gear in action. It features a dedicated workshop area where customers can learn about how to get the most out of a device and even take classes in front of a large touchscreen digital display.
Customers also can visit the "Customize It" zone and create colorful covers for their smartphones and personalize them with photos. A huge focal wall toward the back of the store allows customers to see themselves appear as avatar surfers, guitarists and more.
Verizon plans to open more destination stores in the next few years in strategic locations. The concept is part of a broader initiative that includes the overhaul of Verizon Wireless' overall store portfolio, which is being revamped to the company's "smart store" design. The core concept is similar to the destination format, with key elements fashioned for a more scalable implementation.
Domenico D'Ambrosio, executive director national retail operations for Verizon Wireless, spoke with Chain Store Age editor Marianne Wilson about the company's new concepts and revamped retail experience. (For more on Verizon's new store concept, see page 126.)
As of May 1, how many Smart Stores are in operation?
We have over 100 Smart Stores now open across the United States, with several in various phases of construction, which will roll out soon.
Is the plan to eventually convert most of Verizon's existing store...