The retail experience at Verizon seems to be facing significant challenges. In 2024, the company reported a noticeable decline in new signups compared to its competitors. This dip in customer acquisition is mirrored by reports of reduced foot traffic in their retail stores. While T-Mobile appears to be thriving with packed stores, Verizon and AT&T are struggling to get customers through their doors.
Anecdotal evidence from various users further emphasizes the perception that Verizon locations are often empty. According to feedback from a Verizon employee, there has been a substantial drop in the number of customers visiting the stores. Many existing customers have shared their reasons for avoiding in-person visits, often citing that they end up being directed to customer support over the phone anyway. Additionally, some customers reported unexpected charges on their bills, which only fuels their desire to steer clear of physical store visits.
Verizon is clearly aware of its challenges in retaining customers amidst rising prices and fierce competition. While customers express dissatisfaction over pricing hikes, competitors are offering more attractive deals with fewer strings attached. Although many stores may report low traffic, it’s important to acknowledge that this doesn’t fully capture the overall situation. Some employees indicate that there are indeed new customers who are concerned about tariffs and are seeking answers in stores.
Looking ahead, it’s anticipated that Verizon will adapt its business model, similar to its competitor T-Mobile, by focusing more on online services and mobile apps to minimize dependency on brick-and-mortar locations. Such a shift may reflect a broader trend in the industry as companies explore more efficient ways to engage with customers.