Taking Phones for a Spin
April 12th, 2007 by Allison
The new trend in wireless retail is taking a cue from car dealerships—try before you buy. Test out new handsets, listen to music, learn new technology. Enter the age of “experience shopping,” where stores are more hands-on museums than retail locations.
AT&T unveiled it’s new “Experience Store” in Houston, the first of 11 such locations, as it transitions the brand from Cingular Wireless (full disclosure: FH wrote the release). Entertainment is a major store theme and a music station will include Apple’s highly-anticipated iPhone, due out in June. Visitors can listen to XM Satellite Radio on various wireless and Bluetooth-equipped devices. Helio opened its flagship store in Santa Monica, the first of five to be open by 2007, calling it a “sleek experiential atmosphere.” According to their announcement, “Helio Stores are built to revolve around Helio members and prospective members, giving those that are passionate about style, and about staying in touch with friends a place to experience Helio while they shop, browse or just hang out.”
LG Telecom has their “Phone and Fun” chains in Korea where you can check out the latest devices such waterproof phones, horizontal screens and breathalizer phone. In late 2005, Samsung opened it’s first Manhattan “experience” store without a cash register in site. And while Sony, Motorola, Maytag, and Verizon have opened similar stores, the trend can be credited to Apple stores, where you can check your email on a new iMac, attend a blogging seminar, and see a live performance by OK GO all in one day.
Will experience shopping soon become the norm? In the age of online retail, where consumers need only click to buy, this could be what keeps them coming to stores.
“AT&T Megastore Aims to Make it Fun to Buy a Phone” | New York Times
Tags: Marketing & Advertising · Mobile · Youth Trends
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