In a move to expand the scope of its retail footprint, AT&T will begin selling broadband solutions to small business customers at its wireless retail stores. This announcement follows a strategy to leverage their retail footprint, which consists of 789 stores, well beyond wireless sales. It gives AT&T a competitive advantage over cable MSOs, which lack a retail footprint. Looks like Alan Weinkrantz, publisher of 3Screens.net, had it right. He’s posted about this retail strategy for quite a while on his AT&T broadband and entertainment convergence strategy focused blog.
Leveraging retail (and business office) locations beyond a singular product focus is something all telecom carriers should exploit. Many already do. Those who do not are squandering an opportunity. Customers who visit these locations are a captive audience. Every effort should be made to capitalize on that audience by providing an opportunity for them to buy as many products/solutions as are practically possible.