Innovative new store design focuses on customer experience; one of the largest AT&T locations in the U.S.

BOSTON, March 31, 2015 — AT&T’s new store design, which redefines how customers shop for wireless technology, is now a reality in Boston. The new store, opening April 2 at 699 Boylston Street – steps away from the historic Boston Marathon finish line – is 9,000 square feet, and will serve as New England’s premier location.

AT&T has had a strong retail presence along Boylston Street for more than 15 years – and the company has been the official wireless provider of the Boston Marathon for the past seven. To honor this tradition, the new store will feature a custom wall mural paying tribute to the Boston Marathon.

The new location is part of AT&T’s continuing investment in its Boston networks, retail footprint and workforce. AT&T invested more than $400 million its Boston area wireless and wired networks between 2012 through 2014.

“We’re proud of our role as a longtime leader in the Boston business community, and this important investment only deepens our commitment to the City, our employees and our customers,” said Patricia Jacobs, President, AT&T New England. “We’ve long enjoyed a prominent presence on Boylston Street, and we’re looking forward to sharing our new home with Bostonians and visitors alike for decades more to come.”

“As Boston 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 Paul Guzzi, President and CEO of the Greater Boston Chamber of Commerce. “We’ve worked hard to build a business climate in Boston that works for businesses and creates job opportunities.”

Enhanced service experience

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 across the country, including right here in Boston.

The new Boylston Street location will be unique among other AT&T retail locations nationwide – and the first of its kind in New England. It features floor-to-ceiling two-story windows overlooking bustling Boylston Street. Inside, the store offers a bright, open environment where customers can "try before they buy.” Whether they’re looking for smartphones, tablets, fitness accessories or home automation technology, this new concept store is designed to encourage customer “play.”

“Customers visiting our new premier Boston store will discover an interactive shopping experience built  around how our customers use wireless technology in their daily lives, ” said Bryan Gonterman, Vice President and General Manager, AT&T New England. “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 Boston.”

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 café-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 fingertips while giving AT&T the flexibility of updating messaging faster and more efficiently.

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.

Store information

Hours for the new Boylston Street store are Monday through Saturday, 9 a.m. to 9 p.m, and Sunday, 10 a.m. to 6 p.m. AT&T has 44 company-owned retail locations in Massachusetts. 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 -

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About AT&T

AT&T Inc. (NYSE:T) helps millions of people and businesses around the globe stay connected through leading wireless, high-speed Internet, voice and cloud-based services. We’re helping people mobilize their worlds with state-of-the-art communications, entertainment services and amazing innovations like connected cars and devices for homes, offices and points in between. Our U.S. wireless network offers customers the nation’s strongest LTE signal and the nation’s most reliable 4G LTE network. We offer the best global wireless coverage. We’re improving how our customers stay entertained and informed with AT&T U-verse® TV and High Speed Internet services. And businesses worldwide are serving their customers better with AT&T’s mobility and highly secure cloud solutions.

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