14 DAY TRIAL // Motorola announced recently a worldwide initiative to open Motorola branded stores in key markets with the opening of its first "Global Flagship Store" in a busy shopping area in downtown Shanghai.
"Motorola's Flagship Stores are designed to help consumers get more out of their Motorola products, beginning with an enhanced purchase experience and continuing throughout the time they own the tools for connection and communication," said Motorola's Jeremy Dale, vice-president of retail marketing.
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.
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.
"The key elements of the Motorola Flagship Store are modular, scalable, and flexible, ensuring that various incarnations of our signature store design will soon be found in stores worldwide," said Dale. "Motorola will only launch flagship stores, stores or "stores-in-stores" if it benefits our customers and partners who will be opening and operating the stores."
The Shanghai Motorola Flagship Store is the first of four planned for mainland China, with additional key locations throughout Asia and around the world to follow. "Chinese consumers are as sophisticated as any consumers in the world," said Michael Tatelman, Motorola corporate vice president and general manager Mobile Devices, North Asia. "Launching our Flagship stores in China not only gives us the opportunity to become the brand of choice for China's sophisticated consumers, it also gives us a unique opportunity to hone the retail concept for markets worldwide."