AT&T Mobility, VZW update retail experience

The country’s two largest wireless carriers are stepping up their retail experience, with more interactivity and new design elements.
AT&T Mobility is introducing Microsoft Corp.’s Surface at select stores, which the company describes as a 30-inch table-like display that allows customers to interact with devices and content by using touch, gestures, and placing devices on the display. The carrier said that store visitors will be able to review the features of a mobile device by setting it on the display, which will recognize one or two devices at a time and let customers compare their features. The screen also will provide detailed interactive coverage maps and in the future, allow device customization by letting buyers “grab” content such as ringtones and video from a menu and “drop” it into the phone.
AT&T Mobility is the first company to use the Microsoft product, and AT&T Mobility president and CEO Ralph de la Vega said that the carrier “[looks] forward to working with Microsoft to continue developing new ways for our customers to learn about the ever-growing lineup of mobile devices and applications.”
Starting April 17, the technology will be in use at stores in New York City, Atlanta, San Antonio and San Francisco. The company said that it will determine expansion plans for the rest of its company stores based on the success of the pilot deployments.
Verizon Wireless began revamping its stores last year with its “Evolution” design. The redesigned stores include more than 55 live devices for customers to experiment with; kiosks for bill payment and checking in for store services; distinct customer service and technical support departments; and a live demonstration area with touch-screens where customers can learn about and try out various products. The company is expanding its Evolution store design to more than 280 company stores around the country; currently, the new design is already in place at about 100 stores in states such as California, New York, Ohio, Illinois, Texas, Wisconsin and Colorado – including this store in Denver.
“Providing a modern and interactive approach to our retail environment will enhance our customers’ experience whenever they visit with us,” said Jack Plating, COO of Verizon Wireless.
The carrier noted that some elements, such as the kiosks, already are in place at its current stores and that not every component will be available in every store depending on space.