Consumer Cellular expands stores to target U.S. senior wireless users

TL;DR: Consumer Cellular is expanding its retail store presence in the United States as larger mobile network operators (MNOs, carriers that run their own mobile networks) emphasize app-based customer service and sales. The company is focusing on older consumers, including seniors, as its core market segment.

Consumer Cellular is expanding its physical retail strategy in the United States, according to a Fierce Network report, while the three largest U.S. mobile network operators (MNOs, carriers that operate their own mobile networks) put more emphasis on apps and digital channels. The report says Consumer Cellular is using stores to differentiate its approach in the wireless market.

Consumer Cellular is positioning this retail strategy around the senior segment in the United States. The report describes the company as smaller than the three largest U.S. operators and says it is building a niche with older wireless customers.

The source does not state how many stores Consumer Cellular plans to open, give a launch date for new locations, or provide subscriber figures in the excerpt provided. The reported fact is that Consumer Cellular is betting on in-person retail as a contrast to the app-focused strategies of larger U.S. operators.