Reinventing retail

Cingular Wireless (www.cingular.com) has started a retail revolution. Until now, wireless carriers have not been especially innovative in using the retail store environment as an extension of a brand promise or as a way to differentiate themselves from the competition.

Cingular is changing that by bringing its brand identity to life through retail outlets that embody customer self-expression and simplicity. This week, the carrier unveiled three new interactive retail prototype stores.

“We’ve got a phenomenal brand, and we’re trying to take that brand and transfer it to brick and mortar,” said Burton Phillips, senior manager of retail operations.

At the heart of the new store design is a “live bar” with live phones and wireless data devices that allow customers to test drive Cingular’s products and services in order to create the service that best fits their personality and cellular needs. Surrounding the bar are multicolored barstools, where customers can sit down, make a phone call, talk to a sales rep or other customers, or purchase and download services.

One wall features tables and chairs where customers can sit down for a one-on-one with Cingular sales reps. The opposite side of the store is self-service: a curved product wall featuring phones, accessories and information encourages customers to grab what they want and follow the flow of the store.

“How do you know whether you’ll like the phone or wireless service if you don’t at least try it out,” said Bob Shaner, president of wireless operations. “One size does not fit all … and what better way to be sure your wireless services fit you and your lifestyle than by customizing your phone and services by trying them first?”

Cingular designed the stores with input from its retail managers across the country as well as with conceptual design services from Callison Architecture.

According to Karen Bennett, vice president of operations, they developed a design that really enhanced the brand, and added some signature items (the live bar, curved wall and an express check-out area) to demonstrate the brand. She said Cingular also will deploy bill-paying machines for so customers don’t have to actually deal with a salesperson or wait in line to pay their wireless bill.

“When you walk in, you feel like you’re walking into a ‘wow,’ said Brenda Posey, executive director of retail operations. “Every part of the store is functional.”

Actually, with the store’s brightly colored, oversized chairs and a huge bar complete with stools, consumers may think they’ve wandered into a café and want to order a latte. In fact, Cingular has tried to create a sort of wireless-café environment, a warm, inviting, comfortable setting where consumers can come in, sit down and relax, curl up with new devices, read up on the latest data craze or converse with sales reps or other customers.

Posey said the store isn’t about technology, but human touch and self-expression.

“This store was designed around the customer experience,” she said. “We want them to feel really good about walking into Cingular. We want them to feel that it’s a different shopping experience and tell their friends and neighbors.”

The new look and feel of Cingular’s retail stores also will prompt changes in how it trains sales reps.

“Absolutely,” Posey said, “because every part of the store is an opportunity to have a conversation with a customer or two. (You have to) know when to walk with a customer along the wall and have that one-on-one, or entertain an audience at the live bar.”

The three flagship prototype stores opened in Dallas, Atlanta and Trussville, AL, in June. Although the three prototypes are similar in design, there are some differences. Phillips said Cingular will evaluate those differences through customer and employee surveys to determine the best feel for its retail store design nationwide. Cingular and its authorized agents will re-design and incorporate elements of the new look into 90% of its 7,500 retail stores by year’s end.

Cingular’s retail revolution also includes a plan to save trees. According to Bennett, the carrier is implementing processes and redesigning its POS system to eliminate paper from its business. Cingular stores will operate “signature catcher” devices throughout its distribution points nationwide. So consumers will simply make a purchase decision and sign a digital screen, no paper contract necessary.

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