OIC designed the AT&T Wireless Retail Sales Intranet to provide sales associates immediate access to promotions, incentives, new equipment, and service plans, thereby freeing them to reach out to customers instead of reaching for documentation. The solution consisted of three main elements: an extensive redesign of the information architecture, a comprehensive content-management system, and a portal-style site design that provided role-based personalization. Back-of-store promotions specifically addressed the sales associates’ need to "reach out" to customers more.