Motorola's First Hands-On Moto Shop Boutique Opens in Chicago
The Moto Shop is a place where customers can come in and try the latest Motorola mobile phones in person.Motorola just opened its first temporary Moto Shop boutique, where smartphone and smartwatch buyers can try out the company's products in person before buying them. The Moto Shop opened in Chicago on Nov. 7 and will have a grand opening celebration on Nov. 14. Motorola describes the Moto Shop as an "experiential" store where consumers can come in to explore products in detail and get answers to questions about features and more, according to a Nov. 4 post on The Official Motorola Blog. "Right now it's a pop-up shop that will be there through the end of May," Dawn McKenzie, a spokeswoman for Motorola, told eWEEK. "We'll see how this goes. We haven't made any decisions about the future of the shop" after the trial period. "We certainly like the idea of bringing this kind of more immersive shopping experience to other cities" in the future, she said. The Moto Shop will have a hands-on feel, rather than being set up as a more traditional store where specifications are the focus, said McKenzie. "It's more of a hands-on interactive environment" where customers can browse, test and even purchase Motorola smartphones and Moto 360 smartwatches. Technical specs are not on hand in the shop.
The shop doesn't have a sea of devices on display but is set up instead to show off the features and technologies used in the products through real-world examples, she said.