“This store is the opposite of what you think of when you think of a cable company store,” promises Comcast spokesperson Rob Ponto. The store he refers to is the recently opened 4,000-square-foot Xfinity Store by Comcast in the Oak Valley Centre.

The new space replaces Comcast’s service center on South Industrial and adds retail sales. “Customers deserve the best,” says Ponto, “and we are on a mission to simplify their experience and save them time.” They also wanted to improve the aesthetics, so it was out with the paneling and security glass and in with high tech displays and customer convenience. “Instead of waiting in line like before, customers can come in and check into our queuing system. They can watch TV, peruse our devices, check out our new apps … and then we will call them when they come up in the queue.”

Customers will have plenty to occupy themselves with as the store carries headphones, speakers, mobile phone cases and accessories as well as the latest Apple, Samsung, and LG phones. Visitors can also demo products and services, pay their bills, and pick up and return equipment.

Xfinity Store by Comcast, 2915 Oak Valley Dr., (800) 934-6489. Mon.-Sat. 9 a.m.-7 p.m., Sun. noon-5 p.m.