EE unveils new Showcase stores

British mobile network operator EE has unveiled the first of its new Showcase stores on London's Tottenham Court Road. The stores include dedicated customer Help Hubs and experiential zones to give customers the chance to get a hands-on experience with the latest tech, alongside in-store video calling services so customers can speak with EE’s specialist customer service teams on-the-spot. The new stores are the latest in EE's drive to deliver industry-leading customer service in store, online and over the phone.

Within the store, customers are greeted with EE’s new showcase and highlight stages, giving them a chance to get hands-on with the latest tech such as Google Home, the Apple Watch, and Samsung’s VR headsets at new connected booths. As they walk through the store, customers are encouraged to check 4G EE network coverage where they live or work as well as sample content from both EETV and BT TV via a selection of screeens.

Specialist advisors are also on-hand via dedicated Help Hubs, and new video calling capabilities allow customers to sit with store staff, while speaking to a specialist service expert who can diagnose and fix complex issues live.


'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,' says Ettienne Brandt, managing director of Channels and Trading at EE.

EE worked with BT’s Wholesale and Ventures division to deliver a digital content solution which allows for the use of varied digital signage, interactive displays and a centralised content management system. The whole experience is designed to provide a rich, engaging experience for consumers – much more akin to what they might experience online.

As well as Tottenham Court Road, Showcase stores will be found in a number of central locations, including the recently opened Westfield London and Westfield Stratford stores, as well as the soon to be opened Nottingham Victoria store.

The overhaul forms part of EE’s wider retail expansion including a major UK-wide partnership with Sainsbury’s which will see the company add 100 new stores and create 400 new customer service jobs in the next two years. This, alongside its investment in a variety of different store formats such as pop-up shops, cabins and mobile EE shops in vans, will help achieve its ambition to provide 95 per cent of the population with access to an EE store within a 20 minutes’ drive.



Latest issue

  • 1


  • 1

Latest windows:

  • Radley - Chinese New Year +

    Read More
  • Fenwick x John Smedley - Iconic Love Stories +

    Read More
  • Selfridges - Radical Luxury +

    Read More
  • 1


  • Opinion: The value of pop-up moments +

    Read More
  • Review: NRF's Big Show 2018 +

    Read More
  • Opinion: Invested in Human Experience +

    Read More
  • 1

Out & About

  • Out & About: Surface Design Show 2018 +

    Read More
  • Out & About: Retail Shopfitting & Display Summit 2018 +

    Read More
  • Out & About: NRF's Big Show - Day 3 +

    Read More
  • 1


  • Making space for today’s consumer: how the old skill of placemaking is contributing to a new kind of retail +

    Read More
  • Transforming the digital enterprise with AV +

    Read More
  • Retailers must move with the times +

    Read More
  • 1

Karl McKeever

Read Karl's column every month in Retail Focus


Read More ...

Exclusive Q&A


Michael Artis,


We use cookies to improve our website and your experience when using it. Cookies used for the essential operation of the site have already been set. To find out more about the cookies we use and how to delete them, see our privacy policy.

I accept cookies from this site.

EU Cookie Directive Module Information