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Brief Published: 28 Nov 2013

Verizon’s Edu-Tech Flagship

Extra
Verizon Store Mall of America

US telecommunications company Verizon has opened the first in a series of ‘edutainment’-focused flagships this week in the Mall of America, Minneapolis.

Dubbed a “technology playground” by the brand, the 10,000 sq ft store’s primary objective is to showcase how its wireless technology can enable a more mobile lifestyle – highlighted across six interactive lifestyle areas:

 

  • Get Fit: a virtual walking station for testing products related to sport and fitness.
  • Amplify It: a wall of 299 speakers plus a digital DJ and music mixer to play with.  
  • Home & On the Go: showcasing smart (connected) home accessories.  
  • Have Fun: a virtual mini-golf course and other gaming demos. 
  • Anywhere Business: accessories for mobile working. 
  • Customize It: a digital booth for designing custom phone cases. 

The store also features a Wireless Workshop – reminiscent of Apple’s Genius Bars – that provides free educational and advice sessions to help shoppers get to grips with the brand’s numerous products and services.

Similar destination stores are planned in cities including Chicago and Houston, while more than 1,700 of its smaller branches will be redesigned as “Smart Stores”, featuring condensed versions of the lifestyle areas and Wireless Workshops.

Verizon is also introducing an integrated digital shopping cart that uses data tracking to follow customers between online and bricks-and-mortar stores (when shoppers use ‘click & collect’), and offer smart-purchase recommendations.

The flagship follows in the footsteps of similarly playful recent store redesigns by US technology retailer RadioShack and Hong Kong mobile phone retailer One2free.

For more on deploying an edutainment strategy, see The Rise of Edutainment. See also Tech Boutiques.

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