AT&T Flagship Store
Michigan Avenue, Chicago
For AT&T’s first flagship store located on Chicago’s Magnificent Mile, I led the technology team to enable a 10,000+ square foot interactive, customer-centered retail destination that showcases the power and possibility of AT&T’s products and services. Our research indicated that customers have moved beyond the features and functions of a device; they wanted to understand how devices and complementary products can fit into their life, in an environment that enables hands-on demos and interactive experiences. We took a lifestyle-driven approach with digital experiences that both educated and entertained guests while empowering associates to drive sales. Mobile devices were merchandised with complementary products, creating interactive & experiential vignettes that encouraged hands-on play. The strategy, store design and merchandising approach first enabled at the Michigan Avenue location was widely influential, changing how AT&T approached store design and merchandising for their upcoming store-of-the-future retail fleet redesign. Competitors noticed as well, following AT&T’s lead with interactive and experience telecommunications retail environments of their own.
Highlights include interactive multi-touch displays throughout delivering product education & entertainment, a 20-foot gesture-enabled multiplayer experience wall, a simulated home vignette featuring the Digital Life home automation product, and more than 150 synchronized digital displays that deliver a brand take-over moment every 15 minutes that furthers the wow-factor of the space. Store content and displays can be centrally managed & updated in support of new product launches, brand announcements and local events. The traditional check-out desks were eliminated, replaced with mobile landing stations, café-style learning tables and sit-down lounge areas, supported by iPad-equipped staff. The represented a re-invention of the retail experience for AT&T, from transaction to interaction.
Results:
- Top store in the market across all metrics
- 3x accessory order value compared to other stores
- Customer traffic tripled pre-launch estimates
- Influenced the experience & design of all future AT&T retail stores and competitor retail environments
