Over the next 12-months EE will invest £6 million in the launch of experience stores across the UK.
EE has evolved from a basic phone service provider into a diverse and dominant brand, and their storefront has reflected this change. The company has continuously expanded its offerings into gaming, digital wellness, online safety, and even home security schemes, some of which do not require an EE membership and in some cases are free of charge. As the brands retail catalogue has expanded so has its presence on the high-street. The standard brick-and-mortar phone store containing device laden walls and consultation spaces can no longer provide the service nor the experience required to take full advantage of the retailers' products.
With four EE experience stores currently open and ten more launching this year the brand has made the astute decision to leverage their physical locations alongside their growing service offerings. Not only growing their storefronts to accommodate the more diverse catalogue of EE services, but also developing retail experiences that align and promote the services themselves. The EE Studio store in Westfield, for example, will feature a gaming zone, a digital spa, and a living room set allowing customers to truly experience what EE provides.
Stores like The EE Studio are the undeniable future of retail, merging product, experience, and high-quality customer service to create an innovative storefront. Remember; show, don't tell!
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