Telstra Launches Discovery Flagship Store In Melbourne

Aussie telco giant Telstra is launching a discovery store in Melbourne just in time for Christmas.

Andrew Coull, Telstra country wide executive director, said it was important the telco keeps itself relevant and available for customers whenever, wherever and however they need them.

“We’re really excited to be launching Melbourne Discovery in a city that loves tech, bringing together our world-class technology and innovative service experience for Melbourne customers,” Coull said.

“More than ever, it’s a store that makes a personal connection between people and technology.

“Our team of highly trained experts is dedicated to providing the best in personalised service for our customers. This is supported by the very latest innovations in digital technology that allow customers to seamlessly switch between physical and digital experiences as they explore, discover, try and buy.”

It’s the second discovery store launched by Telstra, the first one being in Sydney last year.

The future of retail is a much debated topic in adland of late, with questions arising whether the bricks and mortar stores are dead, and that companies need to follow where the millennials are going.

Key features to Telstra’s Melbourne Discovery store include a new tech accessories store and the reflection of the Melbourne community, with a pop-up coffee spot with an in-store barista.

The pop up space will be managed by The Wise Foundation – a local charity that works to strengthen communities through the development of innovative social businesses. It will talk to customers about the role of social innovation in the community and showcase some of the initiatives they have in place with partners such as the Asylum Seekers Resource Centre and the Mulgrave Famers Market.

Coull said since opening in October 2014, Sydney Discovery 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 6,000 digital interactions with us in the store – in addition to thousands of face-to-face conversations with our expert team,” he said.

“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.”

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