As the lines between the physical and digital retail worlds blur and consumers turn to their mobile devices and apps to enhance their mobile lifestyles, AT&T said it is transforming its retail stores in Kentucky and Ohio to enhance the shopping experience for customers.

Many of the new store design and merchandising elements such as digital signage displays and interactive touch tables were first seen in AT&T's award-winning flagship brand store on Chicago's famed Michigan Avenue and are now being scaled across its other company-owned retail stores.

The new store concept was a result of more than two years of exploration and research centered around a design goal of creating a more interactive and inviting store environment, the company said. Customers in northern Kentucky and the greater Cincinnati area will be among the first to experience the change at the Newport, Ky., store just across the Ohio River from Cincinnati.

As part of the change, the traditional retail cash register counter has gone away in favor of a new point-of-sale system that embraces mobile. All AT&T retail consultants will now be equipped with a tablet supported by a new mobile point-of-sale system, the company said.

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