A Retail Transformation Partnership Spanning Nearly Two Decades

Since 2007, Telstra and Engagis have worked side‑by‑side to transform the retail experience across one of Australia’s most recognisable store networks. What began with the rollout of immersive T‑Life Stores has evolved into a long‑term technology partnership supporting every major generation of Telstra’s retail formats — from the pioneering Discovery Stores through to today’s Future Retail Environment (FRE 2.0).

A Shared Vision: Blending Technology, Service and Simplicity

From day one, the partnership has centred on a simple goal: helping Telstra create retail spaces that are more engaging, more intuitive, and better connected to customer needs. Engagis has supported Telstra through a long arc of innovation, including interactive displays, end‑to‑end digital signage networks, content automation, queue and service optimisation tools, digital shelf labels and audiovisual solutions.

Key Milestones in a Multi‑Generation Retail Evolution

2007 — T‑Life Store Transformation Begins

Engagis becomes Telstra’s preferred in‑store digital partner, delivering interactive experiences that redefined what telco retail could look like in Australia.

2014–2015 — Sydney & Melbourne Discovery Stores

Engagis designs and deploys a suite of advanced interactive experiences for Telstra’s flagship Discovery Stores.

Solutions include: digital learning tools, multi‑touch tables, interactive device explorers, and content‑rich customer engagement zones.

2017 — Future Retail Environment (FRE 1.1) 

Engagis supports Telstra’s shift to a modernised retail environment, delivering integrated digital signage, interactive surfaces and guided selling tools across the first FRE stores. 

2018 — FRE 1.5 Rollout

As the program scaled, Engagis enabled nationwide deployments with consistent store‑of‑the‑future experiences and robust in‑store technology management.

2020 — Storya

Telstra adopts Storya, Engagis’ content automation platform, reducing content production cycles from weeks to minutes and enabling localised, targeted campaigns across 300+ stores.

2020–2021 — EFM 3.0 + My Telstra Integration

The Electronic Floor Manager (EFM) evolves into a sophisticated queue and service optimisation platform. Integrations with the My Telstra app allow customers to join queues virtually, view estimated wait times, and manage their visit seamlessly.

2025 — FRE 2.0: The Next Evolution

Engagis supports Telstra’s newest store design program — FRE 2.0 — enhancing visual impact, operational efficiency, and customer experience through modern digital signage, templated content automation, ESL capabilities, and refined service‑journey solutions.

Solutions Delivered Across the Partnership

Digital Signage & LED

A complete network powering consistent, high‑impact retail communication across hundreds of stores, powered by our Impress Plus digital signage content management system.

Interactive Experiences

Custom-built customer engagement tools deployed in major flagship stores and across refreshed store formats.

Storya — Content Automation

Enabling rapid, brand‑consistent content creation, localisation and distribution at scale.

Electronic Floor Manager (EFM)

Improving service flow, transparency and customer satisfaction through digital queueing and smart service routing.

Electronic Shelf Labels (ESL)

Providing accurate, real‑time pricing and promotional updates across select store environments.

Impact

Across 19+ years, Engagis has helped Telstra: 

• Modernise every major store generation 

• Improve consistency and speed of in‑store content 

• Enhance customer wait‑time transparency and satisfaction 

• Simplify operations for frontline teams and support staff 

• Deliver scalable, future‑ready in‑store digital infrastructure

This enduring partnership continues to evolve as Telstra introduces new formats, technologies and customer expectations — with Engagis embedded as a trusted partner in designing and delivering what comes next.