AT&T to install digital signage in stores

As cell phones have increasingly developed into mobile devices that rival the computers of years past, it's time for cellular retailers to evolve.

As cell phones have increasingly developed into mobile devices that rival the computers of years past, it's time for cellular retailers to evolve. If shoppers are going to browse around for the new iPhone 5C or iPhone 5S, they want to do so in an environment that mimics the advanced technology that they want to buy.

For AT&T, this means taking steps to enhance the shopping experience with digital signage.

According to an article in Digital Signage Today, AT&T will add digital displays and interactive touch tables to its retail stores in Kentucky and Ohio. The company will also replace its cash registers with handheld tablets that workers will use to ring up purchases.

All that newly-freed space will allow for what AT&T called "explore walls." These are areas where digital signs will display product information for customers to browse. With video extenders, the company can use multiple screens to give people plenty to look at.

"Customers visiting our Newport [Kentucky] store will discover a design that is built around their experiences and delivers an interactive shopping experience that mirrors their mobile lifestyle," Larry Evans, vice president and general manager for AT&T in Ohio, said in a statement. "Our goal is to become 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 the Cincinnati area."

Technology companies are increasingly relying on upgraded video distribution systems. Used properly, they will make storefronts appear more reminiscent of the product being sold.