With three new major branding projects under my wing, time for blogging has sadly become scarce. But, after a few weeks of silence, I couldn’t pass coming back to blogging with a brief self-congratulatory “I told you so” addressed to T-Mobile.
This month, Verizon announced its plan to rebuild more than 1,700 U.S. retail stores in an effort to turn them into places where people could hang out and, naturally, shop. 5 years ago I tried to present a disconcertingly similar strategy to Verizon’s competition, T Mobile. I posed the idea that T Mobile stores should be interactive, and fun. Turning their retail outlets into places where people could connect personally with technology, instead of using them as giant cellphone display cases, would engage consumers and, as a result, translate into sales of new products. “[Cell phones] They’re like milk in the back of the grocery store. You know they’re there,” Verizon store manager Filip Olkowski sharply points. Bravo Filip and Verizon for knowing how to take full advantage of your brick and mortar space!
For quite some time now, I have been a big supporter of experiential retail, the integration of technology and design to create a more interesting shopping experience than the traditional browse and buy model. To read more of my musing on retail branding in today’s age, check out: Experiential Retail and Sears and JCPenney are making the news. Or are they?
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