Q&A with David Underwood
AT&T's ‘Store of the Future' rethinks customer interaction
Q: What is the AT&T Store of the Future?
A: Oklahoma City is only the sixth city in the U.S. to be the home of a Store of the Future. This new store concept is now open in Oklahoma City at 5325 N May. This is the latest evolution of our company-owned retail store design, and it breaks the mold of traditional telecom retailing by shifting the focus from the technology itself to how that technology helps enable our lives. This unique store design blends cutting-edge technology with a warm and comfortable interior aesthetic to create an inviting, yet forward-looking, shopping experience.
Q: How will the new store design change the way your representatives interact with customers in-store?
A: We are driving innovation that enhances the retail shopping experience for our customers and streamlines retail processes that help our employees help customers more effectively. The enhancements to the customer experience go beyond immersive product presentations in AT&T's new store design. We also put a major emphasis on making the sales and service process more efficient, easy and intuitive for customers. By transitioning to a fully mobile and distributed point-of-sale system, we are creating places for customers and tablet-armed reps to connect face-to-face, turning transactions into interactions. These interactions occur at multiple landing stations throughout the store or in the semiprivate, sit-down customer consultation area called the “Solutions Center.” Also, the store's flexible design and open layout encourage customer exploration and discovery. Digital screens are integrated throughout the store for interaction and education.
Q: When will we see the new design in other stores?
A: We plan to roll out about 15 to 20 stores nationwide with the new design this year and continue to the rest of our company-owned store portfolio on an ongoing basis.
PAULA BURKES, BUSINESS WRITER