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Four Showcase stores planned for EE

Phone brand EE has unveiled the first of its new Showcase stores, in London’s Tottenham Court Road.  The store is the first of four planned Showcase branches, designed to offer the most personal and immersive experience on the high street.

Design group Quinine has developed the stores for EE, which is seeking to deliver industry-leading customer service in-store, online and over the phone. EE stores in Westfield London and Westfield Stratford are to become Showcase branches, as will the forthcoming Nottingham Victoria branch.

Customers at the stores are offered a chance to try out new technology, such as Google Home, the Apple Watch and Samsung VR headsets, in new connected booths. While they are in the store customers are encouraged to check EE’s 4G coverage where they live or work, and to sample content from EETV and BT TV on a variety of screens.

Specialist staff are available via dedicated ‘help hubs’ using video links, that allow customers to sit with store staff while receiving expert advice on-screen. BT’s Wholesale and Ventures division worked with EE to deliver digital content solutions that allows the varied use of digital signage, interactive displays and a centralised content management system.

“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,” says EE managing director of channels and trading Ettienne Brandt. “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.”


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