Humanizing Verizon’s retail for the next generation.


Verizon stores were cluttered and tough to navigate. They asked SET to help transform retail from a brand liability to a brand asset. SET’s challenge was to humanize Verizon’s retail experience by redesigning it with the consumer journey in mind.

SET removed the giant posters from storefront windows and replaced cluttered product tables with easy-to-navigate zones and relevant moments for shoppers. Inspired by the warm, open, human experience of a bookseller, the Verizon Next Gen store concept redefined the carrier retail experience and grew sales 10% across 3,000 locations.

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 to make it a brand asset, thus contributing to the overall brand perception rather than dragging it down.

SET designed The Verizon Next Gen store concept to create a more open, warm and human environment. 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+ stores.

Inspired by the open and easy to navigate experience of a bookstore, SET redefined what a carrier store could look like. Easily identifiable zones create relevant moments for shoppers. This layout brought Verizon’s ecosystem of services, accessories and devices together in a  human, warm and natural environment.

SET worked with Verizon from the strategy and concepting phase through to national delivery and rollout. A replica store environment was built on Verizon’s campus to bring leadership along on the transformation journey. Today, every store update and campaign is designed and built in this physical store environment prior to national rollout.

The Verizon Next Gen store concept accelerated growth for the brand, boosting profitability by 10% per store and redefining what carrier retail could look like in over 3,000 locations.