- EE opens second Experience store in Manchester, the first UK city to feature two of the state-of-the-art stores designed to help people get the most out of their connected tech.
- EE research reveals Manchester is the UK’s most plugged-in city, with residents owning more smart devices, and spending more hours online, than the rest of the country.
- The store is one of 10 new Experience stores set to open this year, as part of a £6m investment by EE into the British high street.
- At 12pm on Friday 28th June, former England International and Manchester United footballer, Wes Brown, will make a special appearance to cut the ribbon and open the store on 33 Market Street.
EE is today unveiling its second Experience store in Manchester in response to popular demand from Mancunians. A year on from the launch of the first Experience store in Manchester’s Trafford Centre, which to date has resulted in a 25 percent boost in footfall compared to previous stores in the area, the city is now the first to have two of the new store formats, as part of a commitment by EE to invest £6million* in bricks and mortar retail this year. Former England International and Manchester United footballer, Wes Brown, will welcome visitors to the store from 12pm on Friday 28th June.
According to new research** from EE, Mancunians now own more smart devices, such as smartphones, watches, and even fridges, than residents of any other major city in the UK. People living in or near Manchester now have an average of 5 smart devices in their home or on their person, compared to a national average of 4.
They are ahead of the curve adopting new technology too. One in ten (11 percent) now own a smart fridge, more than twice the national average (5 percent), and Manchester residents say they love smart kitchen gadgets (24 percent), smart lighting (14 percent) and smart home security systems (13 percent) more than any other major city. Little wonder then that they spend an average of 194 days a year using connected devices***, two weeks more than the national average of 181 days.
In response to the community’s appetite for connected tech, the new EE Experience store on 33 Market Street has been specifically designed to guide visitors through the latest innovations across four key areas – game, work, learn and home – featured in dedicated Experience Zones and a Tech Home area.
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, get personalised product recommendations from EE Guides and purchase online.
The Manchester 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. With the help of EE Guides, shoppers can explore the latest in connected tech and online security tools to enhance the working-from-home experience, with super-fast broadband solutions, a smart TV and connected speakers also on display.
The Market Street store is the second EE Experience store format to open in Manchester within the past year. After opening the doors to EE’s Trafford Centre store, the first EE experiential concept to launch in the Greater Manchester area, footfall has increased by a quarter compared to previous stores in the centre, with sales also growing. Not only that, but customer experience scores**** are also outperforming previous store formats, proving Mancunians find real value in being able to get up close and personal with the latest tech and test out new devices in a welcoming and immersive space.
Former England International and Manchester United footballer, Wes Brown, said: “I’ve spent a long time in this city and there’s no doubt we love our tech, so I know there will be a lot of excitement about getting a second EE Experience store. I’m really into my gaming and so I’m especially looking forward to showing off my skills in the Gaming Zone. Come and join me and the EE team this Friday!”
Asif Aziz OBE, Retail Director at EE, said: “Our research shows Manchester is one of the most plugged-in cities in the UK, and more devices mean more opportunities to get the most out of all that connected tech. Almost a year on from our first Experience store launch in the Trafford Centre, which to date has seen footfall increase by 25% compared to our previous store in the area, we’re opening the doors to a brand-new location that will help even more people in this wonderful community explore their relationship with tech.
“Our expert team of EE Guides are ready to serve the local community, and I hope this becomes another vital tech hub for anyone that needs a helping hand or wants to discover something new.”
The Manchester EE Experience store opens on 33 Market Street at 12pm on Friday, 28th June, with an exclusive appearance from former England International and Manchester United footballer, Wes Brown. Throughout the day shoppers will also have the chance to enjoy a DJ set from one of the store’s very own guides.
*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.
***The connected devices referenced in the research are smartphones, tablets/iPads, laptops, smartwatches and smart TVs.
****The customer NPS score for the Manchester Trafford Centre Experience store is up 3 points versus previous Manchester EE stores.
