New Store in San Diego for Internet and Cable Shoppers

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AT&T® is taking cues from the retail layout strategy of Apple with a storefront at one of the premier shopping malls in San Diego. Recently, it opened a store at the mall named Westfield UTC. It is meant to present an inviting lounging or browsing experience for shoppers, who walk into the mall and want to learn about AT&T’s entertainment and content offerings, especially DIRECTV NOW® and DIRECTV®.

The best internet provider outfitted the boutique with about $323,000 in tenant improvement, as per building permits that are filed with San Diego city. The store venue is designed more around interacting with all kinds of gadgets and learning about the company services, and less around sales of phones, said AT&T®. Smartphones are placed on tables at the middle of the shop, where a lineup of accessories, comprising VR headsets, speakers, and smartwatches, decorate walls, and large-screen TV sets invite people to venture to its back.

In another setup, similar to Apple’s outlets, staffs wait at the AT&T® store’s front side to greet customers and guide them accordingly. The new location is one of five new shops, at the least, set to open here. It is part of the Telco giant’s bigger plan to grow the company retail presence with over a thousand new locations, of varying size as well as format.

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Besides new full-format shops, the carrier said earlier this year that it would put pop-up shops in places like apartments and launch at least one hundred and fifty on-the-go mobile shops. The retail expansion of the company, and the UTC store especially, looks like a physical manifestation of its premium content push. Serving as alternatives to best cable deals, AT&T® deliver the same kind of content over TV sets and its digital platforms, too. Since the acquisition of Time Warner®, the company has come up with streaming TV services that offer the best possible deal in terms of cost for the limited number of channels on offer.

The Telco has invested big in the fiber infrastructure and TV offerings in order to position as the destination, which delivers speed and entertainment to subscribers. Presently, it pulls in the most revenue from its wireless offerings and services unit; $17.9 million was reported in the third quarter. The company’s entertainment division, comprising TV and residential internet services, accounted for more than $11 billion in revenue.

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