- EE opens its first Experience store in the South West of England in Bristol’s Cabot Circus, designed to guide shoppers through the latest in connected technology
- It comes as new research from EE reveals that only 5 percent of Bristolians get help from retail staff when they need support with their connected technology, despite more than half (52 percent) admitting that speaking to a specialist in store would give them more confidence in choosing the right technology products
- The Bristol store is one of 10 new Experience and Experience Local stores opening this year, as part of a £6M* investment from EE into the British high street
- Ex-England ruby player, pundit and presenter, Ugo Monye, attended the opening at 12pm on Thursday 2nd May
EE has unveiled its first Experience store in the South West of England in Bristol’s Cabot Circus, with Ex-England rugby player, pundit and presenter, Ugo Monye. The store is designed to introduce shoppers to the latest in connected technology, providing them with face-to-face advice and guidance on a range of different connectivity and technology solutions for their everyday life.
It comes as new research** from EE reveals that only 5 percent of Bristolians would usually get help from retail staff when they need support with their connected technology, despite more than half (52 percent) admitting that speaking to a specialist in store would give them more confidence in choosing the right technology products.
When asked about the common problems Bristol residents experience with their connected technology, over a quarter cited issues with their device’s battery life (28 percent), 1 in 6 (14 percent) often have problems with their device needing repair and 1 in 10 (9 percent) admit that they often don’t know how to choose the best device for their needs.
And as one of the UK’s fastest growing tech hubs, it’s no surprise that Bristolians are a community of technology fans. The research revealed that two thirds (65 percent) of people in Bristol have up to 10 smart home products, with over a third (36 percent) using them on a daily basis.
Of all their connected devices, smartphones (59 percent), laptops (37 percent and smart TVs (31 percent) are cited as the favourites, with residents spending on average 3,888 hours each year using connected technology.
The new EE Experience store in Bristol Cabot Circus has been specially designed to help customers visualise their connected lives across four key areas – work, home, learn and game – through designated Experience Zones and a Tech Home area. The store design invites shoppers in Bristol to get hands-on with the latest connected technology in an engaging and immersive space.
The experience zones include:
- Welcome Zone: A welcoming and dynamic shopfront, featuring a digital window canvas, letting customers see the latest product launches and in-store offers before they even step inside.
- Gaming Zone: Featuring the most up-to-date games and consoles, customers can level up their gaming experience in-store. EE Guides will offer expert advice on bundles and plans, allowing shoppers to unlock their inner gamer.
- Basecamp: An inviting area for customers to sit down at one of the work benches and collaborative worktops and catch up on emails, or chat to EE Guides about products, services and repairs, all while enjoying a complimentary cup of coffee.
- Tech Live: Consumers can shop with confidence, testing out tech before making a purchase. The newest tech is on display and is refreshed regularly, with visitors able to browse and purchase online.
The Bristol Experience store also brings to life the future of the connected home, with shoppers able to visualise their smart home set-up through a curated Tech Home area. Here, shoppers can learn more about the latest tech and online security tools that enhance the working-from-home experience, with super-fast broadband solutions, a smart TV and connected speakers also on display.
EE is committed to offering the most personal, customer-focused service on the high street.
In the Bristol Experience store, EE’s Guides will advise customers on the best connected technology for them and help to digitally upskill the local community, all while showcasing their personal interest and passion for technology. Visitors to the Bristol store on launch day will even be able to enjoy a DJ set from one of the store’s very own guides.
And the insight they offer to customers is invaluable, as 2 in 5 (41 percent) Bristolians say in-store support can help them to understand the key features of their connected devices, and how to get the most out of their technology, while over a quarter (27 percent) say they don’t invest in new technology because they don’t feel they have the expertise to choose the right products.
Asif Aziz OBE, Retail Director at EE, said: “As part of our commitment to support Britain’s high streets through innovative, experience-driven retail concepts, we have pledged to invest £6 million in ten new Experience stores over the next year, with Bristol being the first location to open in the South West. Our ambition is to be the most personal, customer-focused brand in the UK. With our new Experience store, we’re bringing this to life, sharing the latest innovations with the local community in Bristol and helping them to visualise their own personal connected lives in store.
“Our research reveals that two fifths of Bristolians could use more help with understanding the key features of their connected devices and getting the most out of their smart home technology. We invite customers to visit our new Experience store in Bristol to speak with our brilliant EE Guides, who are tech experts, and can support them in selecting the best tech and newest innovations for their needs.”
The opening of EE’s Bristol Experience store is part of the new retail strategy announced in June 2023, with the launch of the EE Studio store in Westfield London, White City. Featuring an immersive Digital Spa to support customers’ wellbeing and a Gaming Zone, the innovative new store has seen an increase in footfall by 250 percent compared to the previous EE store in Westfield London, White City.
The Bristol EE Experience store opened in Cabot Circus at 12pm on Thursday 2nd May with an exclusive appearance from Ex-England Rugby Player, Pundit and Presenter, Ugo Monye. Throughout the day, exclusive-in store deals, offers and entertainment were available for shoppers.
*EE plans to open more than ten Experience and Experience Local stores across the UK from April 2024 – March 2025.
**Research commissioned by EE and conducted by Opinium among a 2,000 UK consumer sample (18+), nationally representative on age, gender and region, as well as boosted regional figures, in April 2024. Opinium abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles and are members of The British Polling Council.
