Telstra opened its new NSW headquarters and flagship store yesterday, with executives saying the new high-tech, personalised style of retail will be a model for its entire network, including licensee-owned outlets.
The Telstra Discovery Store, which opens to the public today, takes over the site of the old Darrell Lea confectionery shop on the corner of King and George Streets in downtown Sydney.
Telstra chief executive David Thodey said that the store had been designed to blur the lines between digital and physical worlds and to provide customers with a personalised experience.
The telco showed off a variety of features in the store, including digital tickets that allow customers to purchase directly off the floor; a 'Connected Life' space that previewed what emerging technologies may do for the home; and 'Connected Business', an area that allows corporate customers to chat to Telstra consultants or use interactive screens.
The store also boasted the new 'Sandbox' – an interactive electronic table on which customers can place their phone for instant digital comparison to other phones.
All the price tags in the store have been printed from digital ink, meaning prices can be adjusted centrally and instantly.
Telstra's consumer group managing director Karsten Wildberger said that staff in the George Street store would hand out business cards with direct contact details to customers, to transform the mode of sale from transactional to "relationship-based".
"We want them to be trusted advisors," said Wildberger.
The high-tech approach will be emulated in other stores in the Telstra network, including stores owned by third-party licensees, according to the telco's executives.
"The ownership of the store is totally irrelevant to the customer," said Thodey. "We've got to make that seamless experience. It doesn't matter where you touch us – anywhere in Australia, online, any retail presence, or when you call us."
Wildberger said that in the last 12-18 months, licensee stores have come closer to the in-house style, but that this was just the "beginning of the journey".
"[The Sydney flagship store] is a great example, and exactly where we're heading to," said the consumer group boss.
Thodey said: "Our intent is to have the same feel and look in every physical presence."
The chief executive also said that the part of the building that housed the Darrell Lea shop was built in 1863, and Telstra had been careful to preserve some of that heritage. "We have been respectful to the history of the building."
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