The AT&T store in Troy is reinventing its traditional retail sales offerings. Customers will no longer see cash-register counters; rather they’ll find round, cafe-style “learning tables” that promote side-by-side interactions with AT&T retail consultants.
What’s more, each consultant will be equipped with a tablet supported by a new mobile point-of-sale system that works anywhere in the store. The new concept complemented by digital signs, e-brochures, and interactive video monitors, mirrors open-floor layouts at Apple and Microsoft outlets.
“Customers visiting our Troy store will discover a design that is built around their experiences … (and) their mobile lifestyle,” says Brian Ducharme, vice president and general manager of AT&T Mobility’s Michigan and Indiana markets. The company has more than 60 retail locations in Michigan.
Located at 2000 W. Big Beaver, the store is modeled after AT&T’s flagship store on Chicago’s Michigan Avenue, which opened in August 2012.
Customers inspired the new design, says Teresa Mask, a spokeswoman for AT&T. “We spent two years trying to determine how to better meet the needs of consumers, while also showcasing the AT&T brand, products, and services in a more fun and useful way. The Troy store has an open layout, encouraging customers to explore and discover (our) many different products and services,” she says.
The company plans to roll out up to 20 renovated stores across the country this year, with more conversions planned in the future, Mask adds.
Mask says AT&T has invested more than $275 million in Michigan in the first half of this year with wireless and landline networks.