T-Mobile updates in-store technology

Mobile phone shops will use new interactive systems to help customers

250 T-Mobile stores will have new interactive technology

T-Mobile has equipped 250 stores in the UK with a range of interactive technology to increase sales by helping guide customers through their buying decisions.

The multi-million pound rollout includes touch screens, live handsets and e-posters in an extension to the T-Mobile Retail Revolution programme which saw 150 new stores open last year with more to follow throughout 2007.

Customers can navigate the touch screens for information on phone ranges and price plans. Live handsets for full demonstrations allow customers to sample services such as web’n’walk, which offers access to the internet, and T-Mobile’s music service. Other interactive developments include e-posters with constantly changing content and plasma flat-screens displaying promotions and product information.

The interactive rollout is based around a central content management system, developed in conjunction with T-Systems, the business brand of Deutsche Telekom. Content can be tailored for individual stores for a specific sales focus, and can be updated overnight and streamed to the outlets.

Fully-trained staff members, dubbed Retail Interactivity Champions, will help customers use the technology.

‘Customers expect to have the opportunity to interact and experiment with our products, as they would in any other retail environment,’ said Russell Taylor, director of retail at T-Mobile.

‘The development of our interactive offerings ensures that we are enabling the greatest possible mobile experience by providing our customers with the information they need, in a format that is simple, straightforward and exciting.’