Allera touts EE’s ‘strong position’ at launch of new retail strategy


EE has unveiled a new look for its flagship store, located in Westfield London, White City.

‘The EE Studio’ is a 4,230-square-foot retail space and is the first of EE’s new “Experience” stores. Three more ‘Experience’ stores will also be opening in the coming months in Cardiff, Manchester Trafford Centre, and Bluewater.

The launch of ‘The EE Studio’ is a key part of the company’s new retail strategy. Bridget Lea, Managing Director of Commercial, EE described the new store as the “antithesis of the traditional mobile store”.

The retail space includes experience zones including the Welcome Zone, a dynamic shopfront with a changeable digital window canvas; a Digital Spa, aimed to show customers how to better balance their technology use; a Gaming Zone; a Stage which will host events, pop-ups, and skills workshops; and a Tech area for showcasing new devices and products. There are also various room sets displaying technology applications in kitchen, children’s bedroom, and home office settings.

The store has been designed to be inclusive and “welcoming for all”, explained Lea. She also added that EE are working with partners to make the space accessible to the local community.

Speaking at the new store this morning, BT Group’s CEO Consumer, Marc Allera described the store as “a glimpse into the new world of EE” and the company’s renewed brand identity. EE’s new strategy will see the company focus on more than just delivering the best connectivity for customers and will see the brand focus on supporting customers to better understand how to navigate an increasingly complex digital world.

When asked about yesterday’s announcement of a planned merger between Vodafone and Three in the UK, Allera was confident about the strength of EE’s brand commenting: “We’re treading our own path and our own plan. The great thing is that we’re many years into an integration and they’re very hard things to execute. When you have big brands, big customer bases, IT, cultures, everything is different. What you’re starting to see now is the fruits of many years of hard work to pull those capabilities together to create something that’s stronger than when we were apart…Our belief is that we’re in a really strong position if you think of our assets; we’ve got the best fixed network, the best mobile network and when you think about the experiences you can create with bringing mobile and fixed networks together, we get really excited about that”.



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