As the cell carrier world becomes increasingly commoditized, AT&T is continuing to seek means to create an emotional and long term connection to its customers. That connection is based on creating relevance in the customer’s lives and guiding them to an understanding of how technology can make their lives better with AT&T’s help.

I was able to lead the charge for AT&T to create a human centered presentation of their product sets in their new flagship store on Michigan Avenue (10,000 sq ft). And also work with the architects to change the understanding of what a cell carrier retail location looks and feels like. It can be human, warm and inviting. My team and I developed means by which the products where placed in situations that educated and engaged the shopper with new ideas and solutions.

We developed the idea of contextual merchandising and product placement, placing products in their real situations. Placing the Uverse TV service directly in a living room setting, Placing an actual car with AT&T connected car apps in the store and engaging the shopper in a kitchen to discuss and demo AT&T Digital Life, automated home services.

Taking this to the next step included connecting the world of apps and accessories to the devices with displays that encouraged the shopper to try a fitness app, check out a new travel accessory, discovering how tp bring more functionality to you device and explore the latest, coolest speakers that Bluetooth to your phone.

Experiential product display has now become a standard in retail as a brick and mortar store must be more than just a product line-up. Amazon does that.

The store has become a center of activity with events and unique store experiences that engage shoppers.

The store and our group was recognized as an A.R.E Store of the Year First Place award winner..