Store Redesigns Continue At T-Mobile
By Joseph Palenchar On Apr 9 2012 - 4:01am
BELLEVUE, WASH. –
T-Mobile continues to roll out its
new store design to company-owned stores and independently
owned Premium Retailer locations, which operate
under the T-Mobile brand and carry the carrier’s full product
The carrier began rolling out the new design last August.
By the end of 2012, 90 percent of T-Mobile’s corporate
stores and kiosks will have received either a complete
store redesign or elements of the new store design, said
Ami Silverman, sales and operations senior VP. The carrier
operates more than 2,000 outlets.
Although she didn’t disclose details, Silverman said the
store redesign program so far “has more than met expectations
with great customer feedback, increased employee
energy and store performance. We have seen a sales
lift and are pleased to say that the experience is positive
to both the customer and the company.”
This year, the carrier plans to implement the complete
redesign in 500 more corporate stores following last year’s
revamp of 400 corporate stores. On top of that, 300 corporate
stores and company-owned kiosks this year will get
elements of the new design following last year’s rollout of
design elements to 300 company-owned outlets.
Also this year, more than 200 T-Mobile-branded Premium
Retailer outlets will also get the revamp, joining 70
outlets that got the redesign in 2011.
Besides getting a new look, corporate stores and Premium
Retailer outlets will become more numerous, Silverman
noted. The number of T-Mobile-branded Premium
Retailers is 850, up from 775 at the end of 2011, and the
carrier plans to expand that number to more than 1,000 by
the end of the year, with the majority of that growth coming
in the first half of the year.
The total number of carrier-owned outlets will grow by
about 40 in 2012, slightly more than the 30 new outlets
added in 2011. Between 2008 through 2010, the carrier
added about 400 corporate outlets.
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 their relevant accessories
so shoppers don’t have to walk from place to place to get everything they need, the company
The use of standing service counters and seated service
desks is designed to reduce customer wait times.
Other changes to the 800- to 1,400-square-foot
locations include fewer floor fixtures to allow more
space to roam and an uninterrupted travel path from
the entrance to digital display on the back wall of
the sales floor.