Telstra opens Melbourne flagship
Located on the corner of Swanston and Bourke Streets in the heart of the city, the Melbourne store follows the opening of Telstra’s Sydney Discovery Store last year.
Key features exclusive to the Melbourne store, include a new tech accessories store, featuring the latest range of wireless speakers, headphones, drones, connected bags, and wearables curated by a team of stylists, and free coffee provided by an instore barista. A pop up space is available to local community organisations and managed by The Wise Foundation – a local charity that works to strengthen communities through the development of innovative social businesses.
After five months of planning, it took 22 weeks to redevelop the site, with more than 50 people involved in the construction team. More than 90,000 linear metres of cabling has been used to provide power and connectivity.
The Melbourne Discovery Store employs a team of 75 tech experts with over 1500 devices live in the store, showcasing the range of products and services available. The store has 36 HD screens offering customers information while heat mapping cameras monitor the flow of customers in store to assist with managing service and fine tuning the layout of the store.
Telstra country wide executive director, Andrew Coull, said since opening in October 2014, the Sydney store was delivering significant increases in sales volumes, the number of customers visiting the store and how customers rated their experience.
“Just in the past week, our Sydney customers had more than 6000 digital interactions with us in the store – in addition to thousands of face-to-face conversations with our expert team,” said Coull.
“In addition, we’ve also seen significant interest from the retail industry in the technology and innovations we’ve developed. We expect to see these results and more translate to our Melbourne Discovery Store.”
Telstra anticipates regular footfall to double with 5000 customers expected each day during the peak Christmas trading period.
Earlier this year, the Sydney Discovery Store won the International Design Award from the Internal Retail Design Institute (New York) and the Service Design Award from the Sydney Design Awards.
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