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AT&T's Novel Retail Concept Bows in New York City

New store design focuses on customer experience

New York, New York, November 26, 2013

As the lines between the physical and digital retail worlds blur and consumers turn to their mobile devices and apps to enhance their mobile lifestyle, AT&T* is transforming its retail stores in New York City to enhance the shopping experience for its customers.  Many of the new store design and merchandising elements were seen first seen in AT&T’s award-winning flagship brand store on Chicago’s famed Michigan Avenue and are now scaling across its other company-owned retail stores.

The new store concept is a result of more than two years of exploration and research all centered around one design goal --to create a more interactive and inviting store environment, a shopping experience like no other.  

Customers in New York City will be among the first to experience the new store concept that is reinventing how the retail business is done.  This new location will serve the growing number of consumers relying on their wireless devices to manage their busy lives. The new store is located at 250 West 57th Street.   

“Customers visiting our 250 West 57th Street store will discover a design that is built around their experiences and delivers an interactive shopping experience that mirrors their mobile lifestyle,” said Tom DeVito Vice President/General Manager, AT&T New York  “Our goal is to become 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 New York City.”

Flexible Design

Everything about the store is designed for ultimate flexibility.  It brings to life AT&T’s mission, brand vision, and personality while encouraging self-discovery and satisfying curiosity.

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 solutions can be used in customers’ everyday lives. These lifestyle pavilions will highlight categories such as music, home security and entertainment and more.

Next is the Community Zone, featuring “community tables” that encourage customers to shop and play in an open and interactive space.  This space merchandises apps, accessories and devices to show customers how they can work together.

Finally, customers can check out the Explore Zone with “explore walls” that highlight AT&T’s diverse device line-up and accessories complemented by digital monitors with product information.

Enhanced service experience

What you won’t see in these new stores is almost as important as what you will see. 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 are equipped with a tablet supported by a new mobile point-of-sale system that gives ultimate flexibility for helping 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 finger tips while giving AT&T the flexibility of updating messaging faster and more efficiently.

From the initial purchase to ongoing service interactions, AT&T is focused on providing an unparalleled customer experience.  AT&T was recently recognized with two significant achievements, outperforming competitors for customer service and wireless purchase experience.  J.D. Power awarded AT&T the “Highest Ranked Customer Service Performance Among Full-Service Wireless Providers”  and “Highest Satisfaction with the Purchase Experience among Full Service Wireless Providers” in their 2013, Volume 2 studies.

Store information

AT&T’s store at 250 West 57th Street store hours are Monday through Friday, 10 a.m. to 8 p.m., Saturday, 10 a.m. to 7 p.m. and Sunday, noon to 6 p.m. AT&T has more than 63 retail locations in New York City. To find the nearest AT&T store or Device Support Center near you, visit www.att.com/find-a-store or www.att.com/dsc.  Don’t forget you can also make an appointment before visiting your local AT&T store -https://www.att.com/storeappointment/.