AT&T’s big makeover adds warmth and hospitality to its store interior design. The nationwide refurbishment adds lots of wood, products to play with and does away with check-out counters. Adding a personal touch to customer relations, AT&T staff members will walk around the store with tablets and assist patrons with face-to-face interactions.
With the Internet a much more convenient and often less expensive place to shop, brick and mortar stores can no longer survive as simply places to purchase items. AT&T’s new store branding offers personal attention and fun within its doors focusing on physical interactions instead of transactions.
The environmentally friendly reclaimed teak wood covering the store extends a warm welcome to shoppers. The back wall features gadgets and devices; throughout the store are platforms that offer interactive experiences of music or the digital home. The interior designer has placed a full-size electric guitar on display in the music section, which is peppered with headsets and speakers customers can try out. AT&T’s store designer may input other potential experiences such as fitness and photography.
The 3,000 to 3,500 feet venue has open tables for individual training and customer questions. Semiprivate spaces are set aside in the rear to answer more complex technical or billing questions. Clients and shoppers can book appointments online or drop by for a walk-in consultation.
Unlike other electronic stores like Best Buy, AT&T rejects the store-within-a-store concept where individual brands are leased specific spaces. AT&T’s ultimate plan is to revamp all of its stores with the new design. The first store has opened at the company’s campus in Atlanta for employees. La Grange, Illinois will be the first location to host a public-facing store before the end of the year with 15 to 20 more to come throughout the US.
Also, take a look at “Branding By Interior” e-book, the only book written on this subject at this time. It brings insight on how you can turn your business into a market-dominating competitor by using human cognitive responses.