News

T-Mobile USA unveils new store design

September 28, 2011

Today T-Mobile USA Inc. announced the rollout of a new global design for nearly 400 new and remodeled stores across the country. According to the company, T-Mobile adopted the new design format from its parent company, Deutsche Telekom AG, which has received positive customer feedback for this new design in retail stores across Europe.

Each redesigned store will be completely new from floor to ceiling, enabling T-Mobile to provide customers with a compelling retail experience and improve overall efficiency within the store. For example, customers will now be able to meet with sales representatives at private customer service desks and view products in clearly defined areas, making it easier to find what they need.

"With the continued complexity of wireless choices, T-Mobile is always looking to help simplify the consumer retail experience and make it more personal for each customer," said Debra Coates, senior director of store development, T-Mobile USA. "While we've continually been honored for our customer service, we have found ways to make the shopping experience even better with this new design."

Two pilot locations — the Southcenter Parkway and Minkler Boulevard store in Tukwila, Wash., and the Seventh Avenue and 48th Street store in New York — were remodeled earlier this year. With the improved layout of merchandise, customers now are presented with devices coupled with relevant accessories, so they don't have to shop multiple locations throughout the store searching for what they need.

From new hardwood flooring to a large digital messaging screen at the rear of the store, customers will be presented with an open sales environment, creating a quick, easy, clear and concise shopping experience. Vertical highlight panels installed with information kiosks and video monitors also encourage customers to explore and engage in an interactive shopping experience. The new design provides a clear customer journey, making shoppers feel comfortable and simplifying the purchase process.

Customers also will have several service options, from standing service counters on the sales floor for quick transactions to seated service desks for long transactions, discreet conversations and business-to-business consultations. With this new format, customer wait times are expected to be reduced.

T-Mobile is opening or remodeling these stores in approximately 65 markets across the country in an effort to serve and grow with the needs of its customers, as well as continue to invest in local communities.