Verizon Next Gen Stores

A partnership with Verizon to reimagine the in-store brand experience by humanizing it.

Verizon stores were cluttered spaces of devices and accessories. Consumers found them to be uninteresting and ineffective. Verizon engaged SET to redesign their retail experience and turn it into a traffic-driving brand asset, making it an enjoyable retail journey for their customers.  

To do this, we began with the ethos of creating a more open, warm and human environment. Inspired by the open and easy-to-navigate experience of a bookstore, we redefined what a carrier store could look like, and produced a more convenient shopping experience for their clients. Easily identifiable zones, like Home, Work, and Play, created very simple categories, relevant to shoppers. This environmental design brought Verizon’s services, accessories and devices together in an environment enhanced by warm colors and natural materials. We also wanted the store to be easily reconfigurable, easy to navigate, and tactile. The importance of haptic feedback when engaging with a product that you can touch, cannot be understated. So we worked to keep as much of the product inventory as possible, unboxed and turned on.

It was a partnership with Verizon from the strategy and concepting phase through to National delivery and rollout. Today, every store update and campaign is designed and built in this physical store environment prior to national rollout. Including the in-store brand voice (which is basically just my voice without saying “fuck”) and animation style.

The new store concept became a beacon for an experience-led business, and the definitive example of the new retail system to roll out across their 3000+ locations. The Verizon Next Gen store concept accelerated growth for the brand, boosting profitability by 10% per store. 

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