AT&T introduces new store concept in Massachusetts

Dallas - AT&T's new store design focused on the customer's mobile lifestyle is now open in Worcester, Massachusetts. The new store concept is the result of more than two years of research centered on the design goal of creating a more interactive and inviting store environment.



Customers in Worcester will be among the first to experience the new store concept.



The store layout will highlight AT&T's products and services, devices and accessories across three unique "zones" – the Connected Experience Zone, the Community Zone, and the Explore Zone. The new Connected Experience Zone features "lifestyle vignettes" that offer customers a glimpse of how products can be used in customers' everyday lives. These lifestyle pavilions will highlight categories such as music, home security, entertainment and more.



Next is the Community Zone, featuring "community tables" that let customers shop and play in an open and interactive space. This space has apps, accessories and devices on display to show customers how they can work together.



The Explore Zone features "explore walls" that showcase AT&T's diverse device line-up and accessories complemented by digital monitors with product information.



In addition, customers will no longer see the traditional retail "cash-register" counters. Instead, they'll find round cafe-style "learning tables" that allow for side-by-side interactions with the AT&T retail consultant to ask questions or learn about a product or service. All retail consultants carry a tablet supported by a new mobile point-of-sale system that allows them to help customers anywhere in the store.



Customers also won't see the printed product brochures common in many stores, but digital signage, e-brochures and interactive video monitors that give AT&T the flexibility of updating messaging faster and more efficiently.