From bland utility to beloved brand.

What if we reinvented the entire telecommunications industry by turning boring stores into shopping destinations through an absolute design evolution of the category?

To create true business transformation, we analyzed Verizon’s brand across all physical and digital touchpoints. With our findings, we created a strategically scaled plan to overcome negative customer perception, a commoditized product offering, and increasing competition in the hybrid retail telecomm marketplace.

Working to ensure Verizon left its mark on customers’ minds, we positioned Verizon Destination Stores at prominent locations across the United States; Chicago, Minneapolis, Santa Monica, Houston, and Boston. We worked with landlords to showcase the telecommunications brand where shoppers would see it most—next to luxury stores and sought-after restaurants.

Verizon Destination Store Chicago - designed by Chute Gerdeman

IT’S NOT ABOUT THE PHONES

To humanize the store experience, we organized the space by lifestyle. This took the focus away from the basic products that all the competitors sell and gave Verizon the opportunity to expand its product offerings while showcasing items in dynamic, interactive, and complementary ways.

We recognized that small business owners were increasingly seeking comprehensive solutions and products to help them grow their brands. So, we created location-inspired areas in each store to engage this type of Verizon shopper at a deeper level.

SERVICES

PROJECT TEAM

Jay Highland
Wendy Johnson
Adam Limbach
Bonnie Kyle
Becca Robinett
Joanna Felder
Caroline Moore
Emma Norris
Susan Siewny
Hiedi Gordon

Mindi Trank
Lynn Rosenbaum
Randy Liddil
Jeff Wietrzykowski
Mary Lynn Waite
Meghan Coleman
Megan Maiberger
Steve Williams

SCALING THE SOLUTION

Our team took the best aspects of the Verizon Destination Stores and opened hundreds of Verizon Smart Stores in neighborhoods across the United States. These locations kept their magic with interactive displays and lifestyle-based experiences while Verizon responsibly expanded its presence with our design. With an emphasis on product, we worked with key OEMs to showcase the hottest devices and accessories on the market.
Because the way customers shop is constantly evolving, our team translated the most important elements of the physical store environment into multiple digital components that included omnichannel tools, websites, mobile apps, in-store exploration devices, employee education tools, and more.
Verizon Smart Store - work station
Verizon Smart Store - designed by Chute Gerdeman

“Throughout the process, their leadership has been exemplary.”

– Domenico D’Ambrosio, Executive Director, Verizon

BRAGGING RIGHTS

awards

GOLD AWARD WINNER
SHOP! DESIGN AWARDS 2015

Hardline Specialty Store
In-Store Communications

WORLD RETAIL CONGRESS
SHOP! DESIGN AWARDS 2015

Store Fixtures

5 DESTINATION STORES OPENED
500+ SMART STORES OPENED

HOW WE THINK SETS US APART

A collection of insights research and observations across retail, restaurant, c-store and grocery. Helping brands provide a better experience for their customers. Enjoy.

Be the first to know about the latest POV releases. Sign up for The Gist quarterly newsletter.

CHUTE GERDEMAN
455 South Ludlow Street
Columbus, OH 43215 USA
+1 614 469 1001
sign up for The Gist quarterly newsletter
close
MORE WORK