AT&T opened the doors of its first-ever “brand experience” store in Chicago. The 10,000-square-foot store attracts an estimated 30,000 customers per month and features AT&T’s first retail demos of a connected car and AT&T Digital Life home security and automation services.
Other features include the Explorer Lounge, where customers can try out new apps in the Apps Bar, or in the Lifestyle Boutiques, where customers can see how the latest mobile devices can enhance their lives when matched with the right applications or accessories.
Employing the latest technology at point of sale is nothing new according to Adweek. The trend has gone from merely ringing up sales via mobile devices to a deeply immersive in-store experience that is fully digitised but crucially featuring that face-to-face element that customers demand. AT&T has enlisted some of its best and brightest from around the country to be the face of the Chicago flagship store.
Paul Roth, president, retail at AT&T says “it’s all about creating interactions rather than just transactions”. According to the article AT&T’s big digital experiment on the Magnificent Mile will ultimately succeed not on the technology alone but also on the human touch. “There are 17 different states represented in that store,” says Roth. “Retail always depends on how good your people are”.
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AT&T opens new Chicago flagship store
