A new look, Ameritech seeks 'family friendly' retail stores

Ameritech will be giving its retail stores a new look, showcasing all of its available services in one place, officials announced last week.

The changes, which will be occurring throughout the year, include a new name: Ameritech Cellular Centers will become Ameritech Communication Centers.

"The dawning marketing challenge is to sell complex products so that they can be understood by the customer and to simplify the retail store to do that,' said Patrick Campbell, executive vice president of corporate strategy and business development. "The redesign of the stores indicates our new direction, a place where customers can see current and future products.'

The revamping of the stores flowed naturally from the consolidated bill Ameritech now offers in six states: Illinois, Indiana, Michigan, Missouri, Ohio and Wisconsin, Campbell said.

"Whenever we have done research and asked our customers what they want, consolidation is always a major item,' he said. "People want the intimidation factor taken out of telecommunications. Clearly, Ameritech is ahead of the curve on that.'

New features of the communication centers include a floor coach - someone who will greet customers as they arrive in the store and direct them to the proper area - and a "neutral zone,' where customers can read about the company's history and awards.

From the zone, shoppers can move to one of several display areas, including landline phones, cellular phones, paging and internet access. The carrier also plans to offer cable television and home security services. Behind each display area is a desk where employees will discuss customers needs. At the central service desk, services can be purchased and bills paid.

In a simulated family room complete with phone, personal computer and big screen TV, salespeople can demonstrate landline phones and services such as call waiting and caller ID, ameritech.net, the company's internet access service, and americast cable.

While Mom and Dad are shopping, kids can amuse themselves in the Kids Connect with Cable corner. There, young visitors can watch regular TV, cable TV or videos, and they can also play interactive 3-D video games.

"In giving the stores a facelift, we thought it very important that they be child friendly,' said Herb Hribar, president of Ameritech Cellular Services. "Our customers preferred an environment where they don't have to tell their children 'don't touch' all the time. Instead, the kids have their own area where they can touch what they like.'

Ameritech currently has 105 retail stores and will have 122 stores open by the end of the year. The new stores will occupy 3600 square feet with flexible floor space that could accomodate new services - such as long-distance service, when and if the company receives federal approval to offer it. Some existing stores will be expanded. Officials would not disclose how much the facelifts will cost the company.

Choose the little guy RCN, a facilities-based company offering local and long-distance, cable TV and Internet access services, began an aggressive ad campaign late last month in New York and Boston urging customers to choose it over entrenched monopoly carriers.

Glass ceiling broken again Ameritech has appointed Valeri Marks president of interactive media services, a subsidiary of Ameritech advertising services. A 17-year-veteran, Marks joins eight other women presidents at the company.