Motorola today opened a flagship retail outlet in downtown Shanghai. The outlet is the first of four planned for China and follows the launch of 50 smaller Motorola-branded retail locations over the past three months.
Motorola has spent the last two years deeply engaged in a global research and development effort around the new retail concept, and as a result has come up with an approach that is centered around the consumer. Motorola Flagship Stores feature a unique, interactive layout, highly trained staff, phone customization and experience pods. All are intended to create a deeply experiential environment that incorporates Motorola's full product range.
Fun is a core element of the stores, offering users an opportunity to personalize their phones using laser etching and customized "phone tattoos," as well as unique in-store training programs and on-site factory authorized technicians to aid with questions and any necessary service.
Beyond the Motorola Flagship Stores themselves, Motorola is planning on taking advantage of the modular nature of the Flagship Store design to launch "store-in-store" shops and non-flagship stores.