EE opens new concept store

UK mobile operator EE has unveiled a new concept store designed to give customers a more “immersive” experience.

Located within BT’s new London headquarters, One Braham, showcases converged technology with expert face-to-face advice and demonstrations.

The new retail store also has interactive zones which are equipped with touchscreens and demo areas for a range of household devices, including games consoles, streaming platforms, and fitness gear, as well as event space available for local groups to host workshops, support meetings, and an informal place to get tech support and advice.

At the London location, shoppers can also now learn how all devices work together with EE and BT’s converged network.

Customers will also now be able to book 2-hour in-store repairs and recycle unwanted tech.

“We’ve created an experiential space where customers can get expert advice, or just have some fun with the very latest technology,” said Bridget Lea, managing director of commercial, BT Consumer Division. “We know there’s no substitute for getting help from an expert in person and we’re mixing technology with that personal touch to deliver the best customer service and support.

“The investment in this new store reflects our commitment to make sure customers remain as connected as possible and to keep the local high street invigorated.”

One Braham’s new concepts will be tested and then potentially rolled out across EE’s stores.

Prince Okoro, store manager of One Braham, said: “We’re ready to welcome the local people of Aldgate whether that’s to ask for help or just come in for a coffee and chat about their needs. The event space is a place for the local community to come together and be inspired by all that technology can offer them within their households.”

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