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AT&T deploys new Chicago flagship retail store

updated 12:55 am EDT, Thu August 30, 2012

iPad point of sale replaces legacy system, enhances retail interactions

AT&T has revealed details of its new flagship retail store in the "Magnificent Mile" district of Chicago. The new store commands 10,000 square feet of floorspace, and acts as a technology demonstrator for AT&T. The store is the first of it's kind utilizing AT&T's previously announced initiative in selling at the point-of-sale (POS) with Apple's iPad and custom software.

According to AT&T, the new store is replete with displays. Over 100 LCDs and plasma screens adorn the store, including an 18-foot high Connect Wall. The Connect Wall shows interactive content and product information, visible to the entire store and passers-by.

"Every aspect and every innovation of our Michigan Avenue store has been designed with the customer experience in mind," said president of AT&T retails sales and service Paul Roth. "From the design and layout of the store, to the way we display products and services, to the in-store technology and our brand ambassadors, everything is an extension of our goal to be the nation's premier retailer and our brand mission to make people's lives better."

9to5Mac is reporting that the entire legacy OPUS point of sale system is reproduced on the iPad, including upgrade checks, inventory, and a system to research customer's accounts. An AT&T spokesperson said that "Retail store reps can be side-by-side with the customer, completing sales from anywhere in the store, and out from behind a counter" in a similar fashion to the Apple store where the iPad is now involved in virtually every aspect of sales, even down to the signage next to products. [via 9to5Mac]

by MacNN Staff



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