Here's my suggestions on how to give the AT&T Experience stores a bit of life, spunk, and maybe a way to promote more store traffic....
By its name, an "Experience Store" should be a place where you can - well....experience.
Sure, you can play with an iPhone, check out U-verse or HomeZone and of course play with any of the other various cell phones or PDAs.
That's all fine and well, but in each of the stores I have visited, I beg one simple question: where was the experience? What made my visit memorable? What would compel me to either switch to AT&T or stay with AT&T?
That, in my mind, is what is missing from the "experience" of visiting an "Experience" store and here are a few suggestions.....
1. A Suggestion Box- Complete With A Place to Sign a Release Form
Let your customers (especially social media / wired kids) have a
suggestion box at the AT&T store where they could submit product
and service ideas.
Yes - a suggestion box - where they could sign an release form so
your lawyers don't go nuts when they see how much brain power there is
from young minds who get it.
2. Sell AT&T Logo Merchandise
Come up with a line of creative t-shirts, hats, and accessories that you could sell - with your name on it.
3. Sell magazines and books about entertainment, computing and wireless communications
Or just start off selling magazines like Rolling Stone, EntertainmentWeekly, MacWorld, PC Magazine or LapTop Magazine
4. Let customers try making their own YouTube Videos in the Experience Store
Or better yet, develop how-to clinics by aligning yourself with
YouTube/Google. Promote these events on weekends, after school and
during school holidays. You'll get kids who bring their parents, who
bring their checkbooks.
5. Teach customers how to use social media tools like Flickr, Facebook, Twitter
In the same vein as item #4, develop how to clinics on the basics of
social media. Encourage community building, virtual social
relationships that can be achieved on any IP platform or wireless
device. After all, this is a three-screens world we are moving to -
correct?
6. Wanna go head to head with Verizon, Sprint, and TMobile?
Many AT&T locations are situated in major shopping centers that
are located near other competing Verizon, Sprint and TMobile stores.
This may be a bit off the wall, but why not hang a big banner in front
of the store inviting prospective customers to people to come and
check out the AT&T store and then comparison shop against the
others?
Give then a comparison sheet and tell the three-screens story. Given them rate and pricing information along with bundled service offerings they can direct shop.
Have them fill it out and then bring back their findings and then give them a T-shirt or some type of premium.
While each market may vary, depending on what services AT&T can offer, but perhaps in neighborhoods like mine where you offer the full three-screens service offering, give it a try.
Overall, offer a better "experience." Anyone care to comment?
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