AT&T Cuts the Ribbon at New Outlet in Troy

Just as cell phones have evolved from merely telecommunications to encompassing a "mobile lifestyle" for their customers, AT&T representatives in Troy say, so will their stores.

The new store, at 2000 W. Big Beaver Rd., is the first of its kind in Michigan to feature a new design and merchandising elements that "focus on the customers first," according to sales manager Melissa Bahoora. 

"What we're trying to do is take that technology and put it into your real life," Bahoora said while pointing out various pavilions in the store dedicated to interactivity with AT&T's music, home security, and entertainment products. For example, a couch rests some feet away from a TV screen.

The new store is some 1,500 square feet larger than a normal store in the area, according to director of sales Bill Bendetti, at 6,000 square feet. If it meets expectations, other AT&T stores in the area could be redesigned to match this one.

More subtle details drive home the suggestion that this is the store of the future, such as digital signage replacing printed product brochures and round tables replacing traditional cash registers.

Oakland County Deputy Executive Matt Gibb and Troy Mayor Dane Slater were among those dignitaries on hand to cut the ribbon and celebrate the store's opening last week. The Troy store hours are Monday through Friday, 9 a.m. to 8 p.m., Saturday, 9 a.m. to 7 p.m. and Sunday, 11 a.m. to 6 p.m.