Magazine Article | October 22, 2013

How AT&T's New Store Design Engages The Customer

Source: Innovative Retail Technologies

By Bob Johns

November 2013 Integrated Solutions For Retailers

A new open-concept design helps to engage the digital customer at every turn.

Retail is changing right before our eyes. Nowhere is this better reflected than in the struggle to better the customer experience. Customers now expect a richer, more personal experience, enhanced by mobile devices, digital signage, and personal service. AT&T designed its new store format with one question in mind, “How do we want our customers to feel when they walk into our stores?” according to Paul Roth, president of retail sales and service for AT&T Mobility. The process took nearly two years to come up with a design that would truly represent the way customers want to interact with a brand and how the brand wants to interact with its customers.