New AT&T Store Features Innovative Design

by Katie Lee

Fresno, Calif. — AT&T has opened a new concept store — one of only 45 in the country — in Fresno, Calif.

The new store is the result of years of exploration and research all centered on one goal: to help customers find mobile technology that supports their lives through an interactive and engaging shopping experience.

Customers in Fresno will be among the first in the country to experience AT&T’s new concept store, which blends cutting-edge technology with a warm, welcoming retail environment.

Many of the new store design and merchandising elements were first seen in AT&T’s award-winning flagship brand store on Michigan Avenue in Chicago and are now coming to other company-owned retail stores across the country.

“Customers visiting our Fresno store will discover an interactive shopping experience built around their mobile lifestyles,” says Terry Stenzel, AT&T’s vice president and general manager for Northern California and Northern Nevada.

Everything about the store is designed for ultimate flexibility, while encouraging self-discovery and satisfying curiosity. 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 Connected Experience Zone features “lifestyle vignettes” to offer customers a glimpse of how products can be used in their 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 features apps, accessories and devices to show customers how their technology can work together.

Finally, customers can check out the Explore Zone with “exploration walls” that showcase AT&T’s diverse line-up of devices and accessories, complemented by digital monitors with product information.

Customers will no longer see the traditional retail cash-register counters in the store. Instead, they will find round cafe-style “learning tables” that allow for side-by-side interactions with AT&T retail consultants. All retail consultants carry a tablet supported by a new mobile point-of-sale system that enables them to help customers on the spot.


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