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EE's new showcase stores offer 'immersive customer experience'

Thursday, September 7th 2017 by Phil Wilkinson-Jones

EE has opened the first of four new ‘showcase’ stores designed to give customers a more personal and immersive shopping experience.

The new store in Tottenham Court Road, London, features a Help Hub with video calling capabilities where customers can sit with staff to get advice from a specialist service expert.

EE’s showcase and highlight stages will allow customers to get hands-on with the latest tech such as Google Home, the Apple Watch and Samsung VR headsets.

Shoppers will also be able to check the 4G network coverage where they live or work and sample content from both EETV and BT TV.

Other showcase stores will be opened in Westfield London, Westfield Stratford and Nottingham’s Victoria centre.

As well as its flagship stores, EE is also investing in other shop formats including mobile vans and pop-up shops as it aims to give 95% of the population access to an EE store within a 20-minute drive.

A partnership with Sainsbury’s will see 100 EE stores incorporated within supermarkets, creating 400 new customer service jobs in the process.

Ettienne Brandt, managing director of channels and trading at EE, said: “Our new showcase stores are about creating a destination where customers can speak to a real expert face-to-face to solve any problems, charge their device, or just have some fun while immersing themselves in the latest gadgets.

“There’s no substitute for getting help from an expert in person and we’re mixing technology with the personal touch to make customers feel as supported as possible.”



Earlier in the summer, EE announced that its shops in Wales would start offering customer service in Welsh.

Customers can also request a call from EE’s Welsh-speaking customer service team based in the operator’s Merthyr Tydfil call centre.

EE chief executive Marc Allera said: “We’re proud to be the first mobile operator to provide the option to speak to us in Welsh, whether requesting a call back from the outstanding team in Merthyr Tydfil or visiting us in many of our retail stores across Wales.”

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