AT&T Opens NYC 'Store of the Future' in Time for the Holidays

By Michelle Maisto  |  Posted 2013-11-27

AT&T has brought its new store concept to New York City. Located on West 57th Street, a hotdog's throw from Central Park, the store has the aesthetic of a modern hotel lobby meets a Starbucks and is designed to give shoppers lots of hands-on time with devices and accessories. These are incredibly competitive days for wireless carriers—certainly it must be a bit unnerving for AT&T executives that T-Mobile's chief executive keeps saying he intends to steal their customers (and judging by T-Mobile's last earnings report, he has begun to). The new AT&T store, the 13th of its kind and counting, serves at least two purposes. AT&T's business model is focused on buckets of data, and driving as many devices to sip from a bucket as possible. A customer inclined to browse amidst the warm wood and glossy-white tables of the new stores might be tempted to add a tablet or a home security solution to his data bucket, or just bring home some Bluetooth-connecting headphones. Additionally—as Apple has proved to the market and any number of other brands have taken note of (Verizon opened its own destination store, with zones for trying various products, Nov. 20)—an attractive space offering a warm environment is an ideal way to improve a brand image and, particularly with a number of devices attached to a connection, keep folks sticking around after their two-year contracts expire.


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