Telstra works to engage shoppers


telstrascreenTelstra has unveiled a new store format that aims to give customers a “digitally intimate” experience, following a $112 million revamp of its Sydney headquarters.

The new Discovery Store model opens to the public today below the telco’s Sydney office, located on George St in the former Darrell Lea building, opposite Apple’s Sydney flagship.

The Discovery Store model centres around creating a personalised and seamless experience for customers using technology.

Karsten Wildberger, group MD, Telstra Consumer, said the Discovery Store is about connecting all of the consumer touch points.

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“Everything we do starts with the customer,” Wildberger said.

“It doesn’t matter where the customer goes, if they are online, if they have live chat, or if they talk to us over the phone, it’s all connected.

“The journey for the Discovery Store will not just start here, it may start online and it may continue somewhere else, so we use technology to make sure we can provide that seamless experience.”

New instore technologies include tablet-based point of sale systems; digital tickets; ‘tap and take’ cards for customers to collect information instore and take home; and instore wi-fi.


A dedicated ‘Connected Life’ space has been set up to allow customers to explore technologies made for the home, while for businesses, the ‘Connected Business’ area enables customers to learn more about Telstra’s business products.

The store also features an interactive electronic table, known as the ‘Sandbox’, where customers can compare handsets by placing them on a digital display to access information including price, camera, battery, speed, and reviews.


In a bid to create a more personalised service, phone charging stations have been introduce as well as a private consultation area for customers and staff, and instore courier service to deliver product within the CBD.

Wildberger said Telstra also wanted to engage all of the human senses. To do this, a custom made scent has been made for the store, while a three storey high interactive screen displays localised digital media content.

The telco is also trying its hand at 3D printing, however, it is yet to be launched instore, as well as introducing wearable technology ranges.



Another core focus of the store was building the relationship between sales staff and customers.

Staff have become “trusted advisors”, with employees of the George St flagship to have their own business card and own work phone to make contact with their customers, as Wildberger says, “we want to move from transactions to customer relationships”.

“Twenty four hours after a customer buys a new mobile or mobile contract they receive a welcome call and check in, where the consultant will check that everything is working.”

Elements of the Discovery Store are expected to rollout across Telstra’s national retail network over the next 12 months.



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