Recent acquisitions and mergers have changed AT&T into much more that just a phone company. The addition of Cingular Wireless, YAHOO! High Speed Internet, and Dish Network to the phone business have meant each AT&T store has several new messages that must be communicated to customers. AT&T felt that traditional merchandising alone wasn't enough. They developed a concept to allow each brand to create an individual “experience” within the larger store environment. In addition to the architectural elements, custom fixtures, and new graphics, AT&T needed a solution that could present multiple dynamic messages that could be remotely managed, monitored and frequently updated.

Multiple Displays

Working with Impart, a solution using multiple screens was developed. Four small LCD kiosks were placed around the center of the store. Six large plasma screens were placed around the store. With one screen in each product area and two more in the center of the store customers are able to view the messaging from any location in the store. The Impart IQ Boxes™ digital media player power the plasmas and are complemented by flash media players for the small kiosks.

Dynamic Messaging

The messaging was one of the most important aspects to this project. Impart was happy to rise to the challenge. Ten 15-30 second segments were created for each of the four main product lines. Using images, video, graphics, coloring and typography, Impart created dynamic messaging that enhanced the new AT&T's understated, yet engaging marketing, while creating exciting, dynamic media that educates customers to various aspects of the individual brands.