­US based electronics retailer, Best Buy is launching a new range of stand-alone stores in shopping malls. The stores will target mall shoppers that don’t traditionally shop at Best Buy’s big-box stores: women and younger shoppers; so-called “tweens” and teenagers. Currently, this audience shops multiple retailers for many of their products, while Best Buy aims to put its "mobile lifestyle" goods into one single retail outlet.

“The new Best Buy Mobile stores are based on one simple idea: technology is better when it works together,” said Shawn Score, president of Best Buy Mobile. “Today, life happens on the go. On good days, technology helps. On bad days, the gadgets don’t work. This store is designed to help people get more from their mobile life.”

At 3,000 square feet, the new Best Buy Mobile stores are double the size of the original stand-alone Best Buy Mobile stores, yet not as large as traditional Best Buy warehouse stores, which average about 40,000 square feet.

On tap at the new stores are “Experience Zones;” designated areas for customers to interact with the products and learn how they work with each other as well as etching machines that “tattoo” mobile devices with personalized messages and/or photos. Dedicated “kids zones” will give shoppers a nearby place to drop off the kids yet still keep an eye on them while they shop. A Geek Squad Precinct will be located within each store for all services needs.

The stores will launch in three mall locations this month.

Over the last two years, Best Buy has converted special sections of its 965 U.S. stores to Best Buy Mobile stores as well as launched more than 30 stand-alone Best Buy Mobile stores. Customers have responded positively to the new mobile phone experience. The conversion of the Best Buy Mobile store-within-a-store concept drove a strong double-digit gain in U.S. mobile phone connections during the second quarter and Best Buy also experienced a nearly triple-digit gain in comparable store sales of mobile phones and accessories.

Best Buy Mobile was created as a joint venture with leading U.K. mobile retailer The Carphone Warehouse Group (CPW) in 2006.

Source:cellular-news