Etisalat announced today the opening of a new store in Abu Dhabi’s Yas Mall, the latest in its series of SMART stores, featuring the telecom giant’s innovative customer service systems and in-store concepts.

Etisalat has rolled out its SMART store concept across several new stores including Al Ain, Al Kifaf, Al Nahda, Al Mankhool and Emirates Airlines Headquarters. The new store concept is part of Etisalat’s strategy to provide customers an interactive and improved experience from time of arrival, through to departure.

New customer interaction screens, improved service menu selection and ergonomic store design are some of the new operational measures taken to enhance customers’ visit to the store. Digital screens across the store are effectively used to engage and communicate information to customers in a lively and eye-catching manner, building their overall in-store experience.

To progress its “paperless store” concept and help reduce carbon footprint, Etisalat has introduced new and efficient technologies that reduce paper usage dramatically across its new stores. While interactive screens eliminate the use of brochures and pamphlets, use of electronic signature pads at Etisalat’s store at Yas Mall help capture customer signatures and affix to digital documents, which can be stored electronically.

Suhail Al Awadi, Vice President – Retail, at Etisalat, said, “Our new SMART stores embody Etisalat’s customer experience strategy, using technology to make our customer’s visit to the store effortless, informative and enjoyable. We are particularly excited about the opening of our new store in Yas Mall which will serve our customers and visitors in and around Yas Island, the entertainment district of Abu Dhabi”

Etisalat has also been providing behavioural training to its sales staff across several centers and outlets. “We are investing in our people to equip them with the necessary skills to consistently handle customer queries and requests with more compassion and empathy”, Al Awadi added.

Interactive new features at the store include eLife zone to give customers and their families a first-hand experience of eLife TV, On Demand and eLife ON (multi-screen) service. Latest mobile phones, tablets and home devices are displayed at the store for customers to experience and choose from. Free Wi-Fi at the outlet allows customers to browse through the Internet, check emails or access social media sites whilst visiting the store.

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