T-Mobile is not waiting around for a merger or a bankruptcy court. The company announced plans today to remodel more than 400 of its stores in the U.S. after a similar redesign had positive steps in Europe.
The first redesign stores will open Oct. 5 in Boston and Washington, D.C.
T-Mobile said the goal is to offer customers an improved shopping experience. The new stores will have private customer service desks, large-screen digital displays and better merchandise layout. Alas, there will be no iPhone in sight.
T-Mobile USA Unveils New Global Design Retail Stores
Refreshed retail store interior offers the ultimate customer experience, featuring
T-Mobile’s exceptional and affordable products and services running on
America’s Largest 4G Network™
BELLEVUE, Wash. — September 29, 2011 — Today T-Mobile USA, Inc. announced the rollout of a new global design for nearly 400 new and remodeled stores across the country. In an ongoing commitment to provide the ultimate customer experience, 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.
“We’ve always been committed to providing an easy, compelling retail experience, and we have now improved this experience while investing in our stores’ local economies in the process,” said Ami Silverman, senior vice president of sales operations, T-Mobile USA. “With the combination of an improved retail experience, America’s Largest 4G Network™, and exceptional and affordable devices and rate plans, now is a great time to be a T-Mobile customer.”
Various local events and promotions will be planned to celebrate the new retail store design, with the first stores reopening in Boston and Washington, D.C., on Oct. 5.