2AT&T ‘Reinventing’ Retail Store Design
3Focused on Customer Experience
Traditionally, customers have been greeted with giant posters of the most popular phones. In the new stores, phones aren’t billed higher than other devices—they’re not even the first things customers see. The emphasis is on a warm, casual environment in which users can touch everything and wander everywhere.
4Goodbye to Registers
“It’s all walking, it’s all about the experience,” said Haris Jamal, a retail sales manager with AT&T’s Retail & Small Business division, pointing out that formal registers have been replaced with tablets that sales representatives can carry around, leaving no spaces off limits. In the corner behind, customers can sit down one-on-one with a sales representative.
The new AT&T stores feature three zones: a Connected Experience Zone, Community Zone and Explore Zone. More obvious to customers may be that things are simply grouped—all the iPhones, for example—in ways that make sense to interact with them. This iPhone table also offers a chart for comparing the features of the three available models.
6Listen Up: Beats Audio
AT&T has a partnership with Beats Audio, which makes a wide variety of stand-alone speakers and headsets. At a table of speakers, customers can compare sounds, and at this wall they can compare headsets, plugging them into the phone provided (all of which are “live,” connected phones) or their own phone.
7AT&T Digital Life
8Small Business Friendly
10Motorola Moto X
11Samsung Galaxy Gear
12Color-Coded for Shopping Ease
13Miroir Pico Pocket Projector
Toy cars create the mood of a drive-in in a display for the Miroir Pico Pocket Projector. The projector connects to an Android phone via an HDMI cord and can project images as large as 60 inches. AT&T is also happy to suggest a mobile speaker to pair with it. AT&T wants to be more than a “wireless pipe” to consumers, Current Analysis analyst Avi Greengart told eWEEK. “They want a deeper relationship.”