Check it Out: Retail by Appointment

I'm here to see the doc, um, I mean the retailer. How many times in your life have you heard that phrase uttered? Exactly, zero. But that may be changing if AT&T's latest innovation proves successful and goes mainstream.

In late April, AT&T introduced a new scheduling tool for its company-owned retail stores. The scheduling feature lives on AT&T's website, and it gives customers the opportunity to set up an appointment with a store representative at any of the brand's 2,200 company-owned retail locations.

Customers can book an appointment related to their wireless or home phone service — e.g., activating a new device on AT&T's "Mobile Share" plan, asking a question about their mobile device, etc. They can also schedule to meet with a representative at one of the retailer's Device Support Centers, which help customers troubleshoot problems with their devices as well as provide warranty services for AT&T products.

The service is simple to use: Customers simply visit AT&T's website and click on the "Make In-Store Appointments" link; choose from the available dates and times listed; enter their name, contact information and reason for visit; and then go to their local AT&T store at the scheduled time.

Striving to Be Omnichannel
"What I like best about this new retail appointment option is it gives our customers even more control over their time," said Paul Roth, AT&T's president of retail sales and service, in a blog post announcing the availability of the scheduling service. "Even if you walk into one of our stores without an appointment, you're going to get fast service, starting with our representatives waiting to welcome you when you walk in, to our speedy checkouts on mobile tablets from anywhere in the store. But if you have a tight schedule, making an appointment only takes a few clicks, and we're ready to assist you as soon as you arrive. It means you spend less time waiting."

The launch of a retail appointment tool on its website is AT&T's latest move in its efforts to become an omnichannel brand. Other recent omnichannel initiatives launched on AT&T's website include making it easier for consumers to check store inventory online, as well as get driving directions to their nearest AT&T retail store.

Our goal is to be America's premier retailer, and retail appointment scheduling is another step toward that goal, said Roth in his blog post. We're focused on making it easy and enjoyable to do business with AT&T, and that starts with providing a seamless customer experience, whether you're interacting with us online, in-store or by phone, he added.

Effective Tool … in the Right Context
While I find AT&T's retail appointment scheduling to be an outside-the-box idea for the retail industry, it only serves a useful purpose for the right type of brand. Specifically, retailers that sell high-ticket items or technology products. The good news for AT&T is that its one of those companies. Consumers purchasing high-end items (e.g., jewelry, furniture, electronics) are going to want more information before committing to a purchase than someone buying a low-cost commodity product (e.g., socks, pens, razors).

A scheduling tool for Tiffany & Co. that enables consumers to schedule an in-store meeting with the brand's certified gemologists makes sense; Dollar General doing the same doesn't seem like a productive use of time and resources.

I applaud AT&T for its efforts to make the in-store shopping experience as quick and painless as possible. A word of caution, however: Don't make me sit in a waiting room for a half-hour after my scheduled appointment like I'm forced to do when I visit the doctor.