On September 1st AT&T, taking many design cues from the Apple store, opened the doors to their newest flagship store located along Chicago’s Magnificent Mile.
The only typical things associated with AT&T’s new flagship store – which sells phones, tablets, apps and services – are the check-in kiosks and product categories. Everything else is about the experience. The focal point of the store is an 18-foot wall of video screens, followed by an App Lounge (digital touch screen) for shoppers to test Apps. A children’s table utilizes tablets for children to draw pictures on which then get featured in the store. Elsewhere there are lots of other products to trial, too. Minimizng the often intimidating checkout counter, tables and booth-like areas allow for more private conversation and checkout.
Boutiques, themed for the varied interests of AT&T’s shoppers, allow sports enthusiasts to lounge and watch the game, homeowners to learn about the latest technology regarding home security and motorists to check out the safety features of a Nissan Leaf. These immersive experiences are designed to reduce downtime experienced by shoppers waiting for assistance.
Shopper Insights: Taking pride in Chicago is a big part of the experience, providing shoppers a plethora of city-themed products as well as Chicago only merchandise designed by local artists. This type of exclusivity heightens the draw for shoppers to come into the store and experience the brand – both new, current and old.
Brand take-away: Personal information is often disclosed during checkout, so privacy is key. By utilizing spaces that are both comfortable and secluded, shoppers feel a sense of security with the brand. By listening attentively to their customers’ needs and desires AT&T will win loyalty and the opportunity to build their basket.