New AT&T Store In Sandhills Features An Innovative Design That Mirrors Customers’ Mobile Lifestyle

(Columbia, SC) – AT&T’s new store design, which is focused on the customer’s mobile lifestyle, is now a reality in Columbia. The new store – only the second of its kind in the Columbia area – is located in Sandhills at 159 Forum Drive. The new store concept is the result of years of exploration and research all centered on one design goal – to create a more interactive and engaging store environment.

Customers in Columbia will be among the first in South Carolina to experience the new store concept that we hope will reinvent how customers interact with wireless technology in the store. This store is the latest example of the investment already made in the Columbia area.  This new location will serve the growing number of consumers relying on their wireless devices to manage their busy lives.

“Columbia businesses and consumers are relying more and more on wireless technology to stay in touch,” said Ike Byrd, AT&T’s Regional Director of External Affairs. “This new store and its dynamic layout facilitates that. We thank elected leaders who continue to support policies that attract this sort of investment and advancement.”

“It is always exciting when a new business opens its doors in Columbia and brings new jobs and opportunities for our citizens,” said State Rep. Leon Howard. “But, with families and businesses increasingly relying on wireless communications and services, I’m particularly pleased to welcome AT&T to the neighborhood. We’re a growing, dynamic community and this new store shows AT&T is committed to investing here.”


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.

“Ongoing economic growth depends on existing businesses continuing to invest and expand, just as much as it does on new companies locating in the area,” said Richland County Councilwoman Julie-Ann Dixon. “So the opening of a new store is cause for celebration, especially when it is bringing to Columbia a cutting-edge new retail concept designed specifically for today’s connected mobile culture.”

“Customers visiting our Sandhills store will discover an interactive shopping experience built around their mobile lifestyle,” said Alex Parker, vice president and general manager of AT&T mobility and consumer markets for Georgia and South Carolina.  “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 Columbia.”

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. 

Enhanced service experience

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 from Speedpro Imaging, they can have the information literally at their finger tips while giving AT&T the flexibility of updating messaging faster and more efficiently. 

Store information

Hours for the new Columbia store are Monday through Friday, 9 a.m. – 9 p.m., Saturday, 9 a.m. – 9 p.m. and Sunday, 12 p.m.– 6 p.m.  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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Michael Bailey

Michael Bailey is the Chief Curator of Information at The MinorityEye a nationally recognized news blog that focuses on news, events and issues relevant minority communities. He is also an Integrated Marketing Communication Specialist at TME Media Group. His firm provides consulting and training services to non-traditional entrepreneurs as well as corporate, state and local agencies on how to develop integrated marketing strategies that connect with minority consumers.

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