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% 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 £6m in brick-and-mortar retail this year.
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 five smart devices in their home or on their person, compared to a national average of four.
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.
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.”
