Verizon Wireless Opens Lifestyle Concept Store

By Sam Lewis

Destination store at Minnesota’s Mall of America hopes to bring telecommunication company’s LTE to life

Following the lead of many technology companies before it, Verizon Wireless has decided to open up a destination store to proudly showcase its array of telecommunications products. Located in Minneapolis’ Mall of America, the nearly 10,000-square foot destination store opened Wednesday, Nov 20, putting the spotlight on Verizon Wireless’ 4G LTE network.

For those unfamiliar, LTE is the network technology on which today’s most current smartphones operate. The company’s CEO, Marni Walden, says Verizon Wireless developed the idea of a destination store as a way “to make the story of LTE device and total solutions come alive.” The new store plans to do that by creating clear-cut “Lifestyle Zones” in the store, each dedicated to a unique purpose. For instance, the “Get Fit” zone is designed for customers who are all about physical fitness, the “Amplify It” zone is the destination for Verizon Wireless’ customers big into music, and the “Have Fun” zone is dedicated to the company’s customers in the gaming community. Other designated areas in the new store are dedicated to home monitoring, energy management, and mobile business entrepreneurs.

The store also features an area dedicated to free workshops where customers can learn to use the advanced features on their smartphones. The company says it will take appointments for these workshops, but improvised Q & A sessions will always be welcomed. Additionally, the new store has a zone focused on ideas and innovations Verizon Wireless is currently working on, like BigBelly Solar — solar-powered trash compactors.

The Lifestyle Store model will receive an expansion as early as next year in Chicago and Houston. The addition of these stores isn’t all Verizon Wireless has up its sleeve either. Currently operating more than 1,700 company-owned retail stores in the U.S., the company will transition retail stores to follow the lead of the Lifestyle Store over the next several years. Additionally, the company will integrate its online system with its retailing system to improve the customer experience. Also in the works are plans to expand same-day delivery, which Verizon Wireless recently implemented to online customers in Dallas, New York, Philadelphia, Pittsburgh, and San Francisco.

Check out how store designs help retailers succeed

The use of physical stores to boast products is not a new practice for technology companies. Verizon is closely following the “zone” design that its rival, AT&T, debuted last year at its flagship store in Chicago. Intel announced it would be launching pop-up stores to promote Intel-powered computers and devices as the holidays approach. All of these technology companies are almost certainly mimicking Apple, hoping for similar success it has had with its retail locations.

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