Consumer Shopping and Store Experience Reboot
Challenge
AT&T embarked on a comprehensive retail store redesign initiative aimed at enhancing and transforming the customer shopping experience. In an industry where wireless devices and services were becoming commoditized and brick-and-mortar shopping was less critical, the redesign needed to be seen as innovative and compelling. The goal was to introduce design elements that would distinguish AT&T stores from competitors and convey its unique approach on sales training and development.
Approach
The team developed a communications strategy and timeline aligned with the retail design team's milestones. This included creating foundational messaging for a consistent narrative across internal and external channels. Collaborating with the store leadership team, we organized media and consumer events at flagship stores to showcase the new shopping concepts.
We arranged media briefings with priority news outlets, positioning the President of Retail as the primary spokesperson, and trained local store leaders for local press interviews. Our target audiences were current and future customers, as well as the retail and business press.
We also secured strategic speaking opportunities at retail focused events to create additional storytelling opportunities.
Results
We secured top-tier national coverage in outlets like Forbes and CNET with a steady stream of positive news accompanying the opening of newly designed stores nationwide. Sharing positive news stories internally also boosted employee engagement, highlighting the contributions of key leaders.
Content Secured
Owned Content
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