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July 12, 2019

Spectrum opening Maine retail stores to promote new mobile service

Photo / Maureen Milliken Spectrum will open a store in the Marketplace at Augusta, in the unit between Day's Jewelers and Bath & Body Works, later this year. It'll be the third store the broadband provider has opened in the state since January.

Spectrum, part of Charter Communications Inc. (Nasdaq: CHTR), is using a bricks-and-mortar retail approach to promote its new Spectrum Mobile cellphone service, with plans to open three stores in Maine malls this year.

The latest store opened in Auburn on Mount Auburn Avenue, in a retail area adjacent to the Auburn Mall. The first opened in January at the Maine Mall in South Portland, in the former Ruby Tuesday space. Another Spectrum store will open in the Marketplace at Augusta later this year.

The stores are designed to highlight Spectrum's new Spectrum Mobile service. Customers at the stores will be able to learn about and activate their service, whether it's on a new device they buy there or a compatible one they already own, the company said. The stores will also showcase Spectrum internet, TV and voice services, as well as accept payments and perform upgrades and exchanges on DVRs, receivers and other Spectrum equipment.

The company also said that aside from the new mobile features the stores promote, it has been updating its bricks-and-mortar presence for some time to better showcase products and customer experience.

Spectrum began offering mobile service in 2018. The company launched the wireless service to compete with AT&T, Verizon, Sprint and T-Mobile, all of which are planning 5G deployments, WRAL Tech Wire reported last month.

The stores also provide "an updated design and enhancements for showcasing innovation across the full suite of Spectrum services,” said Pattie Eliason, group vice president, Spectrum Stores.

“Our representatives will show customers the latest advances in technology — including our exciting new Spectrum Mobile options — help them become familiar with using it and put together just the right package of Spectrum services for their home and family.”

The Auburn store is at 105 Mount Auburn Ave., and as with the other two stores is meant to highlight the new mobile service, which combines Spectrum LTE and Spectrum hotspots.

The company said it is opening the stores in some of the state's major shopping malls because they offer foot traffic, proximity to consumers’ homes and workplaces and convenient parking.

The South Portland store is in mall space that has been vacant since 2016, when the restaurant Ruby Tuesday closed. The Auburn store is neighbors with a Kohl's department store and Home Depot, among other national retail chains.

The Augusta store will be at 10 Stephen King Drive, in the 1.3 million-square-foot retail center, the state's largest open-air mall, and is still under renovation. Spectrum will be in a unit between Day's Jeweler's and Bath & Body Works, in a section of stores anchored by Home Depot.

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