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New AT&T Store In Addison Features An Innovative Design That Mirrors Customers' Mobile Lifestyle

New store design focuses on customer experience

ADDISON, Texas, Feb. 13, 2014 /PRNewswire/ -- AT&T's new store design focused on the customer's mobile lifestyle is now a reality in North Texas. The new store at 5100 Belt Line Road in Addison transforms the entire shopping experience.   The new store concept is the result of more than two years of exploration and research all centered on one design goal – to create a more interactive and inviting store environment.

Customers in Addison and the Dallas-Fort Worth area will be among the first to experience the new store concept that is reinventing the retail business. This store is the latest example of the investment already made in the Dallas-Fort Worth area. AT&T invested nearly $3 billion in its Dallas-Fort Worth area wireless and wireline networks from 2010 to 2012 and more than $7 billion in Texas wireless and wireline networks during the same time. This new location will serve the growing number of consumers relying on their wireless devices to manage their busy lives.

"We are committed to bringing job opportunities and new goods and services to Addison consumers and this is the kind of investment that we want to celebrate as we continue to grow our local economy," said Todd Meier, mayor of Addison. "Any time we can celebrate the opening of a new store, especially one with a cutting-edge new retail concept in Addison, it's a great day."

Many of the new store design and merchandising elements were first seen in AT&T's award-winning flagship brand store on Michigan Avenue in Chicago and are now coming to other company-owned retail stores.

"As Addison businesses and consumers rely more and more on mobile technology to stay in touch, announcements like this become even more important to our economic growth. We will continue to support policies that attract this sort of investment and advancement," said Lisa Hermes, CEO & president, Metrocrest Chamber of Commerce. "We've worked hard to build a business climate in Addison that works for businesses and creates job opportunities."

"Customers visiting our Addison store will discover an interactive shopping experience built around their mobile lifestyle," said Hardmon Williams, Vice-President/General Manager, AT&T-North Texas.  "Our goal is to be America's premier retailer by providing an exceptional experience in every interaction, and we've been working hard to exceed customer expectations by taking our stores and network to a new level here in North Texas."

Flexible Design
Everything about the store is designed for ultimate flexibility.  It brings to life AT&T's mission, brand vision, and personality while encouraging self-discovery and satisfying curiosity.

The store layout will highlight AT&T's products and services, devices and accessories across three unique "zones" – the Connected Experience Zone, the Community Zone, and the Explore Zone.

The new Connected Experience Zone features "lifestyle vignettes" that offer customers a glimpse of how products can be used in customers' everyday lives. These lifestyle pavilions will highlight categories such as music, home security, entertainment and more.

Next is the Community Zone, featuring "community tables" that let customers shop and play in an open and interactive space.  This space has apps, accessories and devices on display to show customers how they can work together.

Finally, customers can check out the Explore Zone with "explore walls" that showcase AT&T's diverse device line-up and accessories complemented by digital monitors with product information.

Enhanced service experience
What you won't see in these new stores is almost as important as what you will see. Customers will no longer see the traditional retail "cash-register" counters. Instead, they'll find round cafe-style "learning tables" that allow for side-by-side interactions with the AT&T retail consultant to ask questions or learn about a product or service. All retail consultants carry a tablet supported by a new mobile point-of-sale system that allows them to help customers anywhere in the store.

Customers also won't see the printed product brochures common in many stores. With digital signage, e-brochures and interactive video monitors, they can have the information literally at their finger tips while giving AT&T the flexibility of updating messaging faster and more efficiently.

Store information
Hours for the new Addison store are Monday through Friday, 9 a.m. to 9 p.m., Saturday, 10 a.m. to 8 p.m. and Sunday, noon to 6 p.m. AT&T has more than 200 retail locations in Texas. To find the nearest AT&T store or Device Support Center near you, visit or  Don't forget you can also make an appointment before visiting your local AT&T store -

* AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and internationally. With a powerful array of network resources that includes the nation's most reliable 4G LTE network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries.  It also offers advanced TV service with the AT&T U-verse® brand. The company's suite of IP-based business communications services is one of the most advanced in the world.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at or follow our news on Twitter at @ATT, on Facebook at and YouTube at

© 2014 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

Reliability claim based on data transfer completion rates on nationwide 4G LTE networks. 4G LTE availability varies.

AT&T’s first “Store of the Future” for 2014 opens in Addison, TX. The new store is located at 5100 Belt Line Road.   The new store concept is the result of more than two years of exploration and research all centered on one design goal – to create a more interactive and inviting store environment. The store layout will highlight AT&T’s products and services, devices and accessories across three unique “zones” – the Connected Experience Zone, the Community Zone, and the Explore Zone.


AT&T opens new innovative “Store of the Future” of 2014 in Addison, TX.

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