T-Mobile disrupted the US wireless market by giving customers radical new ways of buying phones and plans. They got rid of contracts and hidden fees, and let customers upgrade their phones at any time.
To differentiate their stores, they focused on using cutting-edge digital retail technology and touchscreen-enabled experiences to communicate why customers should choose T-Mobile.
The digital retail experience was designed to help customers through a consideration and purchase journey. Touchscreen panels anchored the merchandising of hero phones and tablets, and helped customers learn more about what makes T-Mobile different. Interactive panels also helped customers to research coverage where they worked and lived. As customers wanted to learn more about a specific device, a custom-designed app on each phone or tablet walked them through features and specs, as well as suggesting accessories to pair with each device.
