Telstra breathes T[life] into its retail experience

The store, located at 400 George Street, offers consumers an interactive experience with Telstra’s range of mobile phones, internet services and add-on offerings.

It includes a ringtone café where users can download ringtones directly, a consumer workshop auditorium and a help desk for dealing with customer inquiries.

All products at the store, including mobile phones and internet access, is live to enable customers to test the usability of products before purchase.

Spanning two floors and 852 metres squared, the Sydney store is Telstra's largest retail outlet, and is five times the size of the average Telstra store.

Telstra CEO, Sol Trujillo, said: “T[life] delivers the best of everything Telstra has to offer ... the richest content, the latest devices, integrated solutions and tailored solutions.

“The creation of the T[life] store is firmly aligned with Telstra’s overarching strategy, which is about putting the customer at the centre of everything we do and focusing on their business and lifestyle requirements.”

David Moffatt, Consumer Marketing and Channels Group managing director at Telstra, said care had been taken in the design and layout of T[life] to create a welcoming and functional retail environment that focuses on the needs of customers.

“T[life] is a first for Telstra, a first for the Australian telecommunications industry and is something our competitors will struggle to match," he said. "To bring to life “what’s possible” with technology, we have invested heavily in recruiting, training and developing staff to ensure we have the best people with expert knowledge to serve our customers and create an exceptional retail experience.”

When asked about the potential opening of similar stores across Australia, a Telstra spokesperson confirmed that the telco “does not plan to stop here”.