AT&T Renovating Stores

AT&T Inc. (Dallas) has announced plans to renovate and inclutter its retail spaces, eliminating sales counters, cash registers, information placards and printers from 15 to 20 of its retail locations by the end of the year.

The telecommunications giant said it will continue to roll out the less-cluttered design to more of its 2300 U.S. stores into next year.

“It’s a pretty radical departure from what we’ve done in the past,” AT&T Chief Marketing Officer David Christopher told Crain’s Business. “We want people to try, play with and ultimately buy our products.”

In lieu of cash registers, AT&T’s store employees will be equipped with tablets and mobile point-of-sale systems. AT&T’s new stores will also have flat screens that can be updated overnight. And booths will allow employees and customers to speak privately at a table.

AT&T’s traditional orange will continue to be the predominant color on display in the new stores. They will also feature residential-style furniture and wood paneling made from reused teak.

“Everything is designed to be as if you were in a friend’s living room,” said Christopher.

AT&T worked with retail design firm Callison (San Francisco) on the new layouts. The first store to undergo the redesign will in LaGrange, Ill.