VerizonTown

Following in Nike's pioneering footsteps, Verizon is trying out its own retail stores in an effort to move its customers into higher-margin products and services. We'll see if this helps the company differentiate itself in the crowded and noisy cell phone market; if it works, you can expect to see a corner of all its stores dedicated to the new concept. And if it works, the others will follow.

Why does NikeTown work for Nike? Because the engaging design of the stores conveys the spirit of the Nike brand very well. It's also the only retail setting where customers can experience the totality of the brand.

Why would this work for Verizon? Because many people need to have an experience of new technologies before they understand them, and the retail setting is a way of providing that experience.

In the customer-driven world, creating positive experiences where people can learn is essential to success.