AT&T Digital Rolls Out First Permanent Displays for Wireless Phones

AT&T Digital Communications has dialed up a winner with the first permanent display for its digital wireless phones. The unit, produced by the company's Midwest regional marketing office, has other branches requesting it, extending the original production run considerably."We wanted a display that could represent a quality look for our stores, something that looked more high-tech than a standard display," says Jim Matthews, district manager for AT&T wireless service's Chicago branch. "But we also wanted a lot of functionality and versatility." The display was produced by FPI Display Network Inc., West Chicago, Ill.The high-tech look was achieved using a base and a two-post stand made of 3/4-inch MDF wood clad with maple woodgrained vinyl laminate. This frame supports an angled desktop with samples of four phones in cradles. The cradles are held in place with double-sided tape. A security cord attached through the desktop's base holds the phones, allowing customers to pick up a phone to try the grip and heft.A five-pocket brochure holder gives retailers the option of stocking the company's brochures, including various rate plans, maps of coverage areas and available accessories.A poster between the two posts carries the company's tagline, "It's All Within Your Reach."The display can be adapted for use with or without the stand. Without the stand, it can operate as a counter display or can be attached to slatwall via hooks on its back.The graphic-panel holders on the back of the desktop panel and between the lower posts can also accommodate any poster or graphic board. This allows the display to be updated as new products are introduced, as well as allowing the lower promotional sign to be changed as new promotions or seasonal specials are introduced."It was very important to us that we give the display a strong presence so it would fit well into the environment of a large national-chain type of store," Matthews explains. "But we also wanted it to be capable of accommodating a small store, with a small footprint that could fit on a counter and be very prominent." Chains such as Circuit City have already picked it up, he notes, with about half of the region's national-chain accounts displaying it in some stores. A number of local retail stores are also using it.The display was first introduced to the market in October 1997, with an initial production run of 100 for stores in Chicago, Detroit and Cleveland. That is now being expanded to include Cincinnati as well. "Other cities are also getting wind of it and are asking us about its availability," Matthews says."With the interest we're getting, I imagine we'll continue producing them for some time."

AT&T Digital Rolls Out First Permanent Displays for Wireless Phones

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