By Lisa Johnston
New products on display at the American International Toy Fair, held in N
MARION, IND. — The Cellular Connection, the 28-state wireless specialty chain that exclusively sells Verizon Wireless service, has redesigned its flagship store in Indianapolis and will roll out the design to its other locations.
The chain, which operates more than 800 stores, is the largest Verizon-exclusive wireless retailer by store count in the U.S., the company said.
The flagship store’s 3,000-square-foot display area is designed as a place “where you come to find out about the products you didn’t even know were on the market and get hands-on with those devices,” said president/CEO Scott Moorehead.
The back half of the flagship store is designed like a lounge area with couches and chairs from which consumers can play with accessory offerings. “If there’s a product that is in the packaging that the guest would like to try before buying, they can get comfortable, and The Cellular Connection will demo this product hands-on in the lounge,” a spokesperson explained.
Wall-mounted lifestyle stations include a home solutions area that includes Sonos’ wireless multi-room audio system, Verizon’s Home Phone Connect device to connect home phones to the cellular network, and Comcast’s Xfinity cable-TV service. Other lifestyle stations are categorized as “Vibe,” “Pulse” and “Gear,” each with different products and accessories.
The Vibe section features ultra-portable Bluetooth speakers, higher end audio, and over-theear headsets and ear buds. The Gear section is a productivity/business professional section, which offers products such as portable charging solutions, Bluetooth headsets and vehicle accessories. Pulse is the active-lifestyle section featuring outdoor and fitness solutions, including fitness monitors and lifestyle trackers that track daily activity. Also included are such products as waterproof phone cases and sport headsets.
Other changes in the new store design include a central hub of tablets in the middle of the store to let shoppers compare and purchase products on their own. Sales consultants, however, are on hand to answer questions, the company said.
The new store design will roll out to additional stores beginning this month, with a target of 15 stores up and running by the early second quarter. About 30 to 40 more stores will get the redesign by the end of 2013.
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