Carrier C Spire Promotes Interactivity In New Store Design

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MOBILE, ALA. – Regional telecom carrier C Spire is rolling out a new store design to all of its 67 company-owned stores and to the 10 C Spire-branded stores operated by independent retailers.

A 4,000-square-foot store in Mobile, Ala., is the carrier’s first store with the design, which the company said delivers a hands-on, interactive approach to help customers discover, learn and select devices, apps, content, services and accessories.

The try-before-you-buy mantra extends to a display of headphones and Bluetooth speakers, all connected to an audio switching system that lets consumers pump music through the device they want to hear.

“We looked at how consumers use technology and built our store from the ground up to reflect that reality,” said Suzy Hays, C Spire’s consumer markets senior VP. As a result, the store divides C Spire’s consumer and business telecom products and services in areas dubbed Live, Work and Play.

The Live area features a smart-tech display wall that includes fitness, home security, Blast Motion Golf and Baseball, I Grill and I Rig Guitar, the company said.

The Work section highlights products and services offered by C Spire Business Solutions, including fiber-optic Internet service, IP voice service, push-to-talk cellular service, wireless phones and hosted Exchange email services. Customer testimonials appear on touchscreen video displays.

The Play area was designed to encourage customers to shop and play in an interactive space to learn how apps, accessories and devices can work together. Products on display include headphones and Bluetooth speakers.

In select stores such as the Mobile store, the Play area will include an Explore fixture that displays working models of Bluetooth speakers and headphones, each connected to an audio switching system to demonstrate the performance of the individual products when playing back music.

At a phone repair center in the store, technicians troubleshoot and fix mobile device issues on the spot.

The store lacks traditional retail cash-register counters, replacing them with round “learning tables” where customers can converse with salespeople, who carry iPads connected wirelessly to a point-of-sale system to find products and ring up transactions.

The company has also replaced traditional signage with digital signage, e-brochures and interactive video monitors to provide information to consumers and update messaging faster and more efficiently, the company said.

Colors, store layout, materials and service delivery were selected to appeal to a multigenerational cross section of consumers, the company noted. Design features include reclaimed hardwood.

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