T-Mobile Launches New Store Design

By Joseph Palenchar -- TWICE, 9/29/2011

 Bellevue, Wash. - T-Mobile has begun rolling out a new store design for almost 400 of its 2,000 carrier-owned locations and more than 700 independently owned T-Mobile branded outlets.

T-Mobile's new store design includes private customer service desks, a 55-inch digital display at the back of the store, interactive information kiosks, and the display of devices with relevant accessories

The carrier will also incorporate some of the changes in another 300 stores as it enters the second year of a multi-year program designed to improve the design of all stores, a spokesperson told TWICE.

 The new design, already implemented by parent Deutsche Telekom in Europe, is planned for new and existing stores in about 65 markets.

 The design's highlights include private customer service desks to complement standing service counters, 55-inch digital display at the back of the store, interactive information kiosks and video monitors to educate customers, and the display of devices with relevant accessories so shoppers don't have to walk from place to place to get everything they need, the company said.

The use of standing service counters and seated service desks is designed to reduce customer wait times. The seated service desks will be used for long transactions, discreet conversations and business-to-business consultations, T-Mobile said.

  Other changes to the 800- to 1,400-square-foot locations include fewer floor fixtures to allow more space to roam, an uninterrupted travel path from the entrance to digital display on the back wall of the sales floor, magenta LED accent lighting, and dark wood-planked flooring.

  Two pilot locations in Tukwila, Wash., and New York City were remodeled earlier this year.

  Last year, T-Mobile refreshed a number of stores, the spokesperson said.

 Debra Coates, senior director of store development, explained the remodeling in more detail in this video.