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Digital signage plays big role in AT&T's new store concept

New store design in Spokane is focused on the customer's mobile lifestyle.

October 24, 2014

AT&T's new store design focused on the customer's mobile lifestyle is now a reality in the Inland Northwest area. As the first of its kind in the state of Washington, the new store in Spokane is meant to transform the entire shopping experience by shifting focus to how technology helps enables customers' lives, instead of on the technology itself.

"This store is another example of AT&T's strong commitment to invest in Spokane and the state of Washington," said Bob Bass, President, AT&T Washington.  "AT&T invested nearly $60 million in its network in Spokane and the Spokane Valley area during the past three years and AT&T and its employees have contributed more than $8.4 million to giving programs in Washington during the past five years. We are pleased to continue that tradition as a part of today's store opening and we are donating $25,000 donation to the American Red Cross – Inland Northwest Region."

AT&T said in the announcement that its new store concept is the result of more than two years of exploration and research all centered on one design goal: to create a more interactive and inviting store environment. Many of the new store design and merchandising elements were first seen in AT&T's flagship brand store on Michigan Avenue in Chicago and are now coming to other company-owned retail stores.

AT&T said everything about the store is designed for ultimate flexibility. The store layout will highlight AT&T's products and services, devices and accessories across three unique "zones" – the Connected Experience Zone, the Community Zone, and the Explore Zone.

• The new Connected Experience Zone features "lifestyle vignettes" that offer customers a glimpse of how products can be used in customers' everyday lives. These lifestyle pavilions will highlight categories such as music, home security, entertainment and more.
• Next is the Community Zone, featuring "community tables" that let customers shop and play in an open and interactive space. This space has apps, accessories and devices on display to show customers how they can work together.
• Finally, customers can check out the Explore Zone with "explore walls" that showcase AT&T's diverse device line-up and accessories complemented by digital monitors with product information.

"Customers visiting our new store in Spokane will discover an interactive shopping experience built around their mobile lifestyle," said Mike Maxwell, vice president/general manager, AT&T Pacific Northwest.  "Our goal is to be America's premier retailer by providing an exceptional experience in every interaction, and we've been working hard to exceed customer expectations by taking our stores and network to a new level here in in the Inland Northwest."

AT&T also touts a new service experience at the stores. Customers will no longer see the traditional retail "cash-register" counters. Instead, they'll find round café-style "learning tables" that allow for side-by-side interactions with the AT&T retail consultant to ask questions or learn about a product or service. All retail consultants carry a tablet supported by a new mobile point-of-sale system that allows them to help customers anywhere in the store.

Customers also won't see the printed product brochures common in many stores. With digital signage, e-brochures and interactive video monitors, they can have the information literally at their fingertips while giving AT&T the flexibility of updating messaging faster and more efficiently.