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Verizon Wireless Outlines New Plan for “Destination” Store Experience

by Brandon Russell | November 19, 2013November 19, 2013 4:30 pm PST


Verizon Wireless on Tuesday outlined details of a new flagship retail experience, focused on providing comprehensive support and services at designated “destination” stores. The first enhanced experience will open up in the Mall of America in Bloomington, and will provide customers with hands-on demonstrations of products and services, education and technical help. The Bloomington experience will eventually filter down to the company’s 1,700 retail locations, Verizon Chief Operating Officer Marni Walden said.

According to Walden, the first store will feature six different zones, including fitness and music areas, workshops and other benefits such as in-store pickups and same-day delivery.

“They are designed to educate, engage, and give hands-on time to customers,” Walden explained. The first destination store in Bloomington will open on Wednesday, Nov. 20 at 6 p.m. ET.

While plenty of purchases now take place online, physical retail stores are still important because they provide customers with a first-hand look at products and services. For Verizon, the majority of sales take place at its carrier stores, so the company is attempting to capitalize by providing consumers with a more in-depth experience. The idea is to make its retail feel more like a place you want to visit, and not somewhere you’re forced to.

“We are doing much more by creating an experience for our customers to enhance their lives and learn about new ways mobile devices can add value to their everyday activities,” said a Verizon representative. Walden revealed more big experiences will come after the rollout of the first “Destination” store tomorrow, though she didn’t specify what or where those will be.


Brandon Russell

Brandon Russell likes to rollerblade while listening to ACDC.