The first thing that strikes you as you walk into AT&T's latest store of the future on 57th Street in New York is just how orange everything is. It's just one of the new aspects of AT&T Inc. (NYSE: T)'s attempt to redesign its stores to draw customers in and get them to do more than just buy a smartphone.
"It's our brand," Steve Hodges, AT&T's Northeast regional president, told us. Customers need only see an orange awning to recognize an AT&T store.
Rather than the boxy city stores that are common these days, AT&T has tried to go with a "kitchen table" feel that encourages people to come in and try smartphones, tablets, and accessories and learn about service offerings. Hodges said getting rid of cash registers -- the operators use a mobile point-of-sale system -- and all the paper leaflets and bills has helped that open feel.
See what you think. Click the image below to start our slideshow on the new store format.
Hodges said AT&T now has 13 stores nationwide based on the new template. He expects a few more to open in NYC next year.
The 57th Street store is now open -- just in time for the shopping hordes of Black Friday.
— Dan Jones, Mobile Editor, Light Reading