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AT&T Opens New Store In Troy

TROY (WWJ) -- AT&T announced Sunday that it is transforming its retail store in Troy to enhance the shopping experience for its customers. Many of the new store design and merchandising elements were first seen in AT&T's award-winning flagship store on Michigan Avenue in Chicago and are now moving to other company-owned retail stores.

The new store concept was a result of more than two years of exploration and research all centered around one design goal -- to create a more interactive and inviting store environment.

The new store is at 2000 W. Big Beaver Road.

"Customers visiting our Troy store will discover a design that is built around their experiences and delivers an interactive shopping experience that mirrors their mobile lifestyle," said Brian Ducharme, vice president and general manager for AT&T Mobility's Indiana and Michigan markets. "Our goal is to become America's premier retailer by providing an exceptional experience in every interaction, and we've been working hard to exceed customer expectations by taking our stores and network to a new level here in Troy and southeast Michigan."

AT&T said the store will highlight AT&T's products and services, devices and accessories across three unique "zones" -- the Connected Experience Zone, the Community Zone, and the Explore Zone.

The new Connected Experience Zone features "lifestyle vignettes" that offer customers a glimpse of how solutions can be used in customers' everyday lives. These lifestyle pavilions will highlight categories such as music, home security and entertainment and more.

Next is the Community Zone, featuring "community tables" that encourage customers to shop and play in an open and interactive space. This space merchandises apps, accessories and devices to show customers how they can work together.

Finally, customers can check out the Explore Zone with "explore walls" that highlight AT&T's diverse device line-up and accessories complemented by digital monitors with product information.

And customers will no longer see the traditional retail "cash-register" counters. Instead, they'll find round cafe-style "learning tables" that allow for side-by-side interactions with the AT&T retail consultant to ask questions or learn about a product or service. All retail consultants are equipped with a tablet supported by a new mobile point-of-sale system that gives ultimate flexibility for helping customers anywhere in the store.

Customers also won't see the printed product brochures common in many stores. With digital signage, e-brochures and interactive video monitors, they can have the information literally at their fingertips while giving AT&T the flexibility of updating messaging faster and more efficiently.

The Troy store hours are Monday through Friday, 9 a.m. to 8 p.m., Saturday, 9 a.m. to 7 p.m. and Sunday, 11 a.m. to 6 p.m. AT&T has more than 60 retail locations in Michigan. To find the nearest AT&T store or Device Support Center near you, visit www.att.com/find-a-store or www.att.com/dsc. Customers can also make an appointment before visiting a store at www.att.com/storeappointment.

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