T-Mobile Unveils New Global Design Retail Stores

Pretty simple really, in an effort to improve customer service and the in store shopping experience T-Mobile will be changing up its layout.  Now, there will be destinations, personalized customer care booths, wood floors and magenta high lights.  It all looks very cleans and I kind of dig it.  I wonder where the influence comes from?

T-Mobile USA Unveils New Global Design Retail Stores
Refreshed retail store interior offers the ultimate customer experience, featuring
T-Mobile’s exceptional and affordable products and services running on
America’s Largest 4G Network
BELLEVUE, Wash. — September 29, 2011  Today T-Mobile USA, Inc. announced the rollout of a new global design for nearly 400 new and remodeled stores across the country. In an ongoing commitment to provide the ultimate customer experience, T-Mobile adopted the new design format from its parent company, Deutsche Telekom AG, which has received positive customer feedback for this new design in retail stores across Europe.
 
Each redesigned store will be completely new from floor to ceiling, enabling T-Mobile to provide customers with a compelling retail experience and improve overall efficiency within the store. For example, customers will now be able to meet with sales representatives at private customer service desks and view products in clearly defined areas, making it easier to find what they need. 
“With the continued complexity of wireless choices, T-Mobile is always looking to help simplify the consumer retail experience and make it more personal for each customer,” said Debra Coates, senior director of store development, T-Mobile USA. “While we’ve continually been honored for our customer service, we have found ways to make the shopping experience even better with this new design.”
 
Two pilot locations — the Southcenter Parkway and Minkler Boulevard store in Tukwila, Wash., and the Seventh Avenue and 48th Street store in New York — were remodeled earlier this year. With the improved layout of merchandise, customers now are presented with devices coupled with relevant accessories, so they don’t have to shop multiple locations throughout the store searching for what they need.
From new hardwood flooring to a large digital messaging screen at the rear of the store, customers will be presented with an open sales environment, creating a quick, easy, clear and concise shopping experience. Vertical highlight panels installed with information kiosks and video monitors also encourage customers to explore and engage in an interactive shopping experience. The new design provides a clear customer journey, making shoppers feel comfortable and simplifying the purchase process.
Customers also will have several service options, from standing service counters on the sales floor for quick transactions to seated service desks for long transactions, discreet conversations and business-to-business consultations. With this new format, customer wait times are expected to be reduced.
T-Mobile is opening or remodeling these stores in approximately 65 markets across the country in an effort to serve and grow with the needs of its customers, as well as continue to invest in local communities.
“We’ve always been committed to providing an easy, compelling retail experience, and we have now improved this experience while investing in our stores’ local economies in the process,” said Ami Silverman, senior vice president of sales operations, T-Mobile USA. “With the combination of an improved retail experience, America’s Largest 4G Network, and exceptional and affordable devices and rate plans, now is a great time to be a T-Mobile customer.”
 
Various local events and promotions will be planned to celebrate the new retail store design, with the first stores reopening in Boston and Washington, D.C., on Oct. 5.
 
For a look at T-Mobile’s store design format transformation, check out the video at http://www.youtube.com/watch?v=T_bqp-PHCn8.
 
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG (OTCQX: DTEGY). By the end of the second quarter of 2011, approximately 128 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group — 33.6 million by T-Mobile USA — all via a common technology platform based on GSM and UMTS and additionally HSPA+ 21/HSPA+ 42. T-Mobile USA’s innovative wireless products and services help empower people to connect to those who matter most. Multiple independent research studies continue to rank T-Mobile USA among the highest in numerous regions throughout the U.S. in wireless customer care and call quality. For more information, please visit http://www.T-Mobile.com. T-Mobile is a federally registered trademark of Deutsche Telekom AG. For further information on Deutsche Telekom, please visit www.telekom.de/investor-relations.
For more information about T-Mobile’s 4G products, please visit http://www.t-mobile.com.
Forward-Looking Statements
This press release contains forward-looking statements that reflect the current views of Deutsche Telekom management with respect to future events. These forward-looking statements may include statements with regard to the expected development of revenue, earnings, profits from operations, depreciation and amortization, cash flows and personnel-related measures. You should consider them with caution. Such statements are subject to risks and uncertainties, most of which are difficult to predict and are generally beyond Deutsche Telekom’s control. Among the factors that might influence our ability to achieve our objectives are the progress of our workforce reduction initiative and other cost-saving measures, and the impact of other significant strategic, labour or business initiatives, including acquisitions, dispositions and business combinations, and our network upgrade and expansion initiatives. In addition, stronger than expected competition, technological change, legal proceedings and regulatory developments, among other factors, may have a material adverse effect on our costs and revenue development. Further, the economic downturn in our markets, and changes in interest and currency exchange rates, may also have an impact on our business development and the availability of financing on favourable conditions. Changes to our expectations concerning future cash flows may lead to impairment write downs of assets carried at historical cost, which may materially affect our results at the group and operating segment levels. If these or other risks and uncertainties materialize, or if the assumptions underlying any of these statements prove incorrect, our actual performance may materially differ from the performance expressed or implied by forward-looking statements. We can offer no assurance that our estimates or expectations will be achieved. Without prejudice to existing obligations under capital market law, we do not assume any obligation to update forward-looking statements to take new information or future events into account or otherwise.
 
In addition to figures prepared in accordance with IFRS, Deutsche Telekom also presents non-GAAP financial performance measures, including, among others, EBITDA, EBITDA margin, adjusted EBITDA, adjusted EBITDA margin, adjusted EBIT, adjusted net income, free cash flow, gross debt and net debt. These non-GAAP measures should be considered in addition to, but not as a substitute for, the information prepared in accordance with IFRS. Non-GAAP financial performance measures are not subject to IFRS or any other generally accepted accounting principles. Other companies may define these terms in different ways.

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  • JT

    With the buyout still looming it makes you wonder why T-Mobile would spend the money to revamp the stores especially since there is no guarantee that AT&T would even keep them open.

    • Auser72

      Exactly, unless they know something about the merger that we dont ………..!!!!

      • n900mixalot

        That it doesn’t affect “global” businesses undertakings?

    • MagentaMadness

       As part of the acquisition deal, TMO has to spend X amount of $ back into the company increasing certain value aspects of the company. 

      • Antonio Merkerson

        This is not the reason why they are changing the store layouts.  T-Mobile is still a completely different company still.

      • Abolds4397

        They just remodeled the T-Mobile Store in Jacksonville and it’s right across the stree from the brand new AT&T store. Is that crazy or what? I still think there is something going on on the down low!

        • Abolds4397

          I mean street, sorry!

  • Antonio Merkerson

    This is the way all T-Mobile store in the UK look.  Hence the name Global design.  T-Mobile is making it were all the store look the same no matter where you go into on of our stores.  Be it in the U.S. or the U.K.  I said our store because I am an employee of T-Mobile.

    • n900mixalot

      You’ve noticed that people can’t read very well.

      “Global” is the operative word, ladies and gents. This has nothing to do with AT&T.

  • GinaDee

    Much much better.  I always hated going into T-Mobile stores as the wait times were awful.

    People who just want to buy an accessory shouldn’t have to wait 2 hours for people who come in to pay their bills in cash. 

    The new design and function of these stores should make those shoppers (who know what they want) in and out much quicker.  

    • Derrickps3

      agreed, they should have a desk for people buying accessories only, a desk for people who are only paying their bills (along with the touch screen payment machines), and a desk for new  costumer who will take up time having their new service activated and set up by the tmo reps……also those self payment machines here in my city never work, they are always out of service -____- which leave me know choice to wait in line

      • ivan

        employees are paid hourly and comission. they need to make sales. they need to handle customer service issues. there would be no point in having individual reps just to do bill payments, or reps just to activate and reps just to sell accessories…. that is extra wages that are not required… and payment kiosk are closed at times purposely so that reps will interact with customers… if that annoys you, you can pay your bill from your device or pay it online…

  • GinaDee

    Much much better.  I always hated going into T-Mobile stores as the wait times were awful.

    People who just want to buy an accessory shouldn’t have to wait 2 hours for people who come in to pay their bills in cash. 

    The new design and function of these stores should make those shoppers (who know what they want) in and out much quicker.  

  • Hmfellows

    I don’t understand why is anyone buying a new phone when T-Mobile probably won’t be around next year…..what will you do with that new phone??????

    • jarjon76

      T-Mobile will be around next year, regardless of what happens. The takeover isn’t going to happen overnight. Why would you think it would?

    • Meagan

      You can use your Tmobile mobile on AT&T Edge.

    • Meagan

      You can use your Tmobile mobile on AT&T Edge.

  • J-Hop2o6

    This Tmo design was already built about 2 years ago in the Seattle/Tukwila Southcenter/Westfield Mall (both Tmo stores in the mall).. I guess Tmo finally put the turbo boost for the rest of the stores.

  • Tito!

    Loooving it!(:

    shows they are probably pretty skeptical about this merger going through, and are in fact remaining true to their reputation, which is: competitive and innovative.

    hate on it. honestly, T-Mobile doesn’t need scum like you. Consider yourselves groupies of the Top 3 if you speak against T-Mobile.because before, they were the only ones with good service :)& you know it..

    :D

    • Joseph

      So, do you think if AT&T does get absorbed by T-Mobile they’ll have yet another color that doesn’t go together that they’ll incorporate.  After all orange and sky blue go so well together why not put magenta in the mix as well.  It makes as much sense as matching sky blue and orange.

      • Tito!

        that made no sense. . ?

      • Tito!

        that made no sense. . ?

    • Anonymous

      This action  isn’t a direct response to the potential failing of the acquisition, they have been planning this for a long time.  It’s a matter of coincidence with respect to timing.  However they can use this project deployment as a testament to their independence and ability to stand on their own.  

      Contrary to your personal, subjective opinion of them being ” the only ones with good service”,   they are struggling and service quality and availability may be a potential reason.  DT wouldn’t have even considered the acquisition initially had they felt the US branch was capable of making more money and shooting upwards in the face of their competitors.  Just look at their growth over the past few years in comparison to the larger carriers.  Compare their profit and it becomes apparent that something isn’t working and hasn’t been for a few years.  I’ve always felt that the my faves / get more days were their peak and prime.  Even if the acquisition doesn’t go through, you can bet AT&T will get their greedy hands on something of T-Mobile’s.

  • Joseph

    What I want to know is why T-Mobile never connected with Rocky Horror or at least Magenta from Rocky Horror.

  • Joshualee

    Thank god.. its seriously about time… When i was a sales rep i. Manhattan back in 2005-2008 we always complained that our corporate stores looked like indirect stores. Old, ugly fixtures and terrible cheap security systems for our live phones. I always said if you walked into a Verizon store it looked high tech and professional and inspired confidence in the consumer. Our stores looked cheap and half a$$. This is a big big improvement.

  • Derrickps3

    it’s about time, since we are getting close to 2012, it is a much needed improvement. i’m glad they removed those damn accessory stands in the middle of the floor, here at my local tmo store, sometimes it would be crowded and we will be all bunched up standing around like we are at a small ass club with little room to dance, lol….im glad they are putting everything on the wall to make more space on the floor. i also like those pink mood lights or whatever you call them lined around the walls, it adds a smooth club like/lounge like feel. the only thing they should add also, is a lounge section with refreshments for the costumers, like cookies, coffee, etc…would be a nice add on…….im glad they are upgrading the store design, tmobile 4 life!!!

  • Supaspydaman

    I going to check out the one on Eighth tomorrow!

  • Supaspydaman

    I going to check out the one on Eighth tomorrow!

  • TMoFan

    Looks pretty sleek. I visit my local T-Mobile from time to time just to kill time and I don’t think the store has changed in years. I’m happy to see T-Mobile fight back. I think this is the exact scrappy attitude that the DoJ is talking about. It’s just too bad that they’re doing this now under the backdrop of this ridiculous at&t sellout.

    I’m still rooting for T-Mobile though! I bleed magenta!

  • Jtntdog

    We were the first store to get this outside of the 2 flagship stores in NY and Seattle. It has been amazing to see the customer reactions as well as the employees. Come see us in Atlanta at the corner of Austell road and East West connector!

  • http://twitter.com/Plouis1988 Patrick Pierre-louis

    I got to check this out at one of the stores near me and I like it. Can’t wait for my store (A playground store) to ge this update.

    • The Dimbat

      I hope they give you you’re own root booth. Great job on the vibrant!

    • The Dimbat

      I hope they give you you’re own root booth. Great job on the vibrant!

  • Bolt_thrower55

    Looks like they are getting ready for the AT&T take over 
    all that they will have to do is change the Magenta Neon to Blue and boom it’s ready to go 

    • ItsMichaelNotMike

      Although we will get flamed for our posts, I agree with your comment. ;)

  • ItsMichaelNotMike

    This makes no sense to be doing expensive remodels with the acquisition pending. I assume this is being done per the contract between AT&T and DT. Specifically:

    - The build-out is similar to AT&T Experience stores.

    - The colors, lighting, signage and graphics can easily be swapped out if the deal is approved.

    I also would check out if the stores selected for remodel are:

    - Stores that have long term leases, beyond the acquisition date.

    - Stores where leases can’t be broken and the term remaining is too expensive to buy out.

    - T-Mobile stores slated to replace existing AT&T stores.

    - T-Mobile  stores that are NOT near AT&T stores.

    - Stores that AT&T would want to keep AFTER the acquisition.

    (And that stores not selected for remodel are not in comport with the above points.)

    • BigMixxx

      But why remodel?  Why do the experience thing?  While Similar, the t mobile model is WAY more open.  This is all similar to Apple stores….

      Again, why spend the money changing the carpet when someone else will be doing that soon?That question is still out there. 

      That is EXPENSIVE, and does cost against the bottom line.  Assuming it was NOT in capital planning, this has to cost them millions….

      • juicy fruit

        It was in capital planning

      • Anonymous

        from my response to    @itsmichalnotmike:
        “I have to disagree, this design is a tribute to the European simplicity that is prevalent in their retail culture.  You can see this in Apple stores as well to be honest.  This industrial design style originates from Dieter Rams, which plays with simplicity and lighting to create an tone or a life to the environment.  It’s why Apple has been so successful and many other retailers have been quick to adapt to it.  However most don’t understand it very well.  I think this is a good adaptation mainly because …. well.. it’s German.  They understand that concept very well, I think it’s a big part of their design culture.   You can even see it in their awesome automobiles at times.I think t-mobile has been planning this regardless of the ATT acquisition.  It’s also a way for T-mo to prove a point that it can stand on its own and isn’t dying (even though i think they are dying, personally.)”They have been planning this, sir.  It’s just the timing of the announcement with respect to the potential acquisition  that has people up in arms.   

    • Anonymous

      A part of myself agrees. However in 2009 a newly built T-Mobile store in my hometown was designed in this format. Were they thinking of an acquisition even than?

    • Anonymous

      A part of myself agrees. However in 2009 a newly built T-Mobile store in my hometown was designed in this format. Were they thinking of an acquisition even than?

    • Anonymous

      I have to disagree, this design is a tribute to the European simplicity that is prevalent in their retail culture.  You can see this in Apple stores as well to be honest.  This industrial design style originates from Dieter Rams, which plays with simplicity and lighting to create an tone or a life to the environment.  It’s why Apple has been so successful and many other retailers have been quick to adapt to it.  However most don’t understand it very well.  I think this is a good adaptation mainly because …. well.. it’s German.  They understand that concept very well, I think it’s a big part of their design culture.   You can even see it in their awesome automobiles at times.

      I think t-mobile has been planning this regardless of the ATT acquisition.  It’s also a way for T-mo to prove a point that it can stand on its own and isn’t dying (even though i think they are dying, personally.)  

  • Anonymous

    oh the tmobile store in levittown, PA is VERY similar to this. I wonder if it was a test store.

  • Anonymous

    oh the tmobile store in levittown, PA is VERY similar to this. I wonder if it was a test store.

  • ItsMichaelNotMike

    Great points raised in regards to my post. All I’m saying is that doing this to 400+ stores six months before the original AT&T takeover and about 9 months after the deal was agreed to in spirit does not make this appear something DT (TMOUS) is doing on its own, especially when calculating the cost per store for the new design/remodel x  400 stores.

    Given that DT does not like to spend money on TMOUS, what’s with this kind of outlay before the sale?  

    And the question remains, exactly what was the selection process for the stores that would get the remodel. I say the real story here is that the stores getting the remodel are the locations AT&T intends to keep post-acquisition.

    If I was a T-Mobile employee at one of those stores I’d be looking closely at what’s going on to see if maybe I can remain employed when AT&T moves in.

    • Tbyrne

      Or maybe this could mean that they all know something we dont. Hopefully the aquisition is  off the table because of all the bad publicity that’s been coming out. Perhaps the two companies have come to some sort of spectrum sharing agreement. Who knows? 

      • Blowme

        It doesn’t. It mean TMO had this money budgeted and allocated and is moving forward with business as usual. Most companies going through an acquisition continue with business as usual.  

  • Tito!

    thanks jemm! yeah this guys’ an idiot. totally an adoptation of DT, NOT AT&T -.-

    you dumb.
    Honestly, why is everyone complaining?this is T-Mobile showing and doing something for you.you bunch of ungrateful babies.act your age. -.-

  • ItsMichaelNotMike

    I thought the design looks great, but many comments elsewhere on the Net were not flattering.

    http://news.cnet.com/8301-17938_105-20113440-1/t-mobile-usa-gives-retail-stores-a-face-lift/

  • Foxeh

    I haven’t gone through all the comments so I probably already missed the party, but I stumbled into a T-Mo store in Maplewood, MN (yeah, there’s a bunch) that already has this new layout. It is a massive improvement and I find it to be quite nice. Having space to look around and breathe without all sorts of carrousels and and islands randomly strewn about the store helps, I admit.

    It’s just ridiculously better, IMO.

  • Juang30

    This is how the T-Mobile store downtown Chicago is, I think that it recently changed to this new format or something very similar at least, with the hardwood floors and it looking much cleaner. 

  • http://customercarecontacts.com Customer

    wow the design looks cool..may be this should bring more sales

  • Anonymous

    Hopefully this helps with the financial Hemorrhage that has become their modern business model.  Who knows? maybe this can help reduce churn after all.  It looks like a lot of stores are getting this make-over in my area (greater Boston). However most stores around here are so tiny that i can’t see it turning out like this, the store in the video is large and spacious.  I wonder if this is just a prototype or if there are many corners going to be cut to accommodate the new design in smaller sized stores.  Typically these accommodations  never do the original concept justice, sadly.

    Where I work we have done many of the same corner-cutting techniques for our clients that i predict T-mo will use as well.   So don’t assume or be surprised that the final product in most stores will look vastly different than this prototype.  Not to mention the fact that T-Mobile will probably pay for this using the stores operating budgets.  I think that’ll be easier on the books for them.  In summary, i don’t think all the stores will have this nice of a final product.  I could be wrong but i don’t think i am :-)

  • Pikachu

    Customers are gonna come in now and be like WOW, nice store WHERE YA ******** FREE PHONEZ AT!?!? I AINT TRYIN TO PAY NUFFIN LOL