EE plans 100 Sainsbury's stores and new standalone formats

13th July 2017

EE Sainsbury's partnership

Mobile phone brand EE is to open 100 new branches in partnership with Sainsbury’s, developing new store formats, services and technology for an improved in-store experience. EE is also developing new store formats for its standalone branches.

In-store video calling

EE plans to open the 100 shop-in-shop branches – housed in Sainsbury’s and Argos stores – by the end of 2019, creating around 400 jobs. New in-store features will include video calling trials to customer service teams and like-for-like ‘mend and lend’ smartphones when handsets need repairs. The plan will give EE a total network of 700 stores.

EE Showcase store

Large standalone ‘Showcase’ format stores are also planned, containing dedicated Help Hubs for customer service and demonstration areas for new technologies, such as Samsung VR headsets, Google Home and Apple Watch. The first example will be a refurbished stores reopening  in August, in London’s Tottenham Court Road and Westfield Stratford, and in Nottingham Victoria.

EE Mobile Shop

Meanwhile, pop-up shops and cabins will be appearing in shopping centres and other popular locations around the UK; mobile EE shops in vans will be visiting more remote areas.

“We provide some of the best customer service of any mobile operator in the UK, and we’ve learned there’s no substitute for getting help from an expert in person,” says EE CEO Marc Allera. “I know our customers prefer to talk to real people in our UK and Ireland call centres rather than receiving help from a bot, which is where many other companies are investing. We’re investing in more people in our customer service teams, more stores for them to serve customers from, and exciting new technology that will help our teams provide even better service. Alongside our mission to provide superfast 4G to every corner of the UK, this expansion aims to provide all of our customers with a premium, personal service no matter where they are located.”