AT&T has taken a page from Apple’s design book with its new Chicago-Area concept store, which opened this weekend in Arlington Heights. The new store eliminates traditional cash registers in favor of an iPad and iPhone based payment system.
At more than 10,000 feet, the store is twice as big as traditional AT&T stores and features wide glass windows that create an inviting experience and two giant interactive touchscreen walls.
According to AT&T retail president Paul Roth, retail differentiation is the key to success, when all the carriers have have fast networks and similar phones. The concept store is an experiment that will influence future changes that AT&T makes. “Everything in this store is designed to scale of fail,” as Roth puts it.
Visitors to the new AT&T store will be able to perch atop bar stool style seats and tables to test out the latest AT&T devices and services. These also serve as a place for customers to get in-store support. If that sounds like a Genius Bar, well, it’s supposed to. “The name ‘Genius Bar’ was already taken, but that’s what it is,” said Roth. Another section of the store will be dedicated to “emerging devices” like short-range wireless technology, like the Jawbone Jambox.
You can check out AT&T’s concept store if you happen to be in Chicago, but if you aren’t, I think it’s safe to say that other AT&T stores will likely be getting some of the same features in the future. AT&T’s concept store is set to open this Saturday, on November 19th.
[via All Things D]