New York -- AT&T unveiled its newest store design, at a new location in LaGrange, Ill. The store is built around the customer experience, with a goal of providing a glimpse of what the future of retail will look like. The new design will be rolled out at new and redesigned store locations across the country, and continuing into 2014. (For a video tour of the store, click here.)
The new store concept is the culmination of more than two years of exploration of how to better meet the needs of customers and embodies the spirit of the brand’s "Rethink Possible" tagline with immersive product experiences and engaging merchandising displays. AT&T tested store concepts by building physical store shells in a warehouse in Milwaukee.
“From the open floor plan to learning and community tables where customers can play and explore, every element of our new store concept was made with our customers in mind — and the experience we wanted them to have once inside,” Paul Roth, AT&T president of retail sales and services, wrote in a blog post. “As I’ve said before, our goal is to provide an extraordinary customer experience at every touch point. Our new store design is helping us do just that.
Key store design elements include: