/// AT&T’s Revamped Stores Will Feature Wood Accents, Lots of Open Space and a Decided Lack of Cash Registers

August 1, 2013  |  All Things Digital


AT&T’s stores are getting a big makeover. The new-look stores, which are rolling out nationwide, feature lots of wood, lots of products to try out — and no check-out counters. Instead, workers with tablets will be able to help customers face-to-face throughout the store. “Transactions belong on the Web, and interactions belong in the store,” AT&T retail head Paul Roth said in an interview. The carrier is taking a bunch of the concepts it used in a flagship store it opened last year on Chicago’s Michigan Avenue. Some features — such as the Nissan Leaf connected car — won’t scale, but many of the design concepts pioneered at that location will find their way into the new-look stores. Roth said that, in thinking about how to redesign the stores, the company paid particular attention to how the Web has changed retailing. “The next 10 years of retail are going to be very different than the last 100, and that’s primarily to the growth of the Web,” Roth said. Transactions, he said, can largely be done over the Internet.

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AT&T’s Revamped Stores Will Feature Wood Accents, Lots of Open Space and a Decided Lack of Cash Registers


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