Telstra has opened a $112 million technology hub in the heart of Sydney's CBD and has plans to open more such stores throughout Australia to capitalise on rapid growth in the digital services market.
The Discovery Store, at the junction of 400 George Street and King Street, is directly opposite the Apple Store at 367 George Street. The Telstra site, which is owned by Investa Property, was previously occupied by the Darrell Lea confectionary business. Telstra's Sydney headquarters will be in the tower at 400 George Street.
It is understood that a site at 288 Elizabeth Street, Melbourne, is under development and is expected to open later this year.
With new, interactive and highly personalised shopping services, Telstra aims to take on its competitors Apple and Samsung, and the rumoured new entrant to Australia, a Sony megastore.
One of Telstra's new concepts is a sandbox, an interactive tabletop touchscreen device that customers can use to easily compare the features of different phone handsets by, for example, price, camera, battery, speed and reviews.
A digital ticketing system provides an interactive way to find out more about Telstra's products and services. Purchases can be made from staff on the floor, rather than having to go to a service desk or checkout, thus speeding up the process.
Telstra chief executive David Thodey said technology was changing constantly, as were customers' needs. "This is more than just the opening of a store," he said on Monday.
"We wanted to create a different environment to reflect the values of our company. We wanted to envelop people in a digitally intimate environment."
Group managing director, consumer, Karsten Wildberger, said Telstra had worked with Lend Lease and Investa on the project. "This has been 18 months of research across the world, to offer the latest in customer service and products," he said.
