Everything Everywhere launches high street stores to trial new creative concept in communications retailing

Everything Everywhere, Britain's biggest communications company, today announced the launch of five new trial stores, designed to engage consumers with a "21st century retail experience".

  • Orange and T-Mobile products, services and accessories sold in new retail environment
  • Unique interactive "inspire, excite and educate" experience created to engage consumers

The stores, the first of which goes live in Altrincham on the 18th February, will enable customers to get closer to the products of the Everything Everywhere brands – Orange and T-Mobile – in a way that no other mobile retailer allows.

All Staff in Everything Everywhere stores will receive extensive training, embracing new service principles and practices, transforming the way that they engage with customers. Staff performance will be rewarded and appraised differently, and not focused solely on sales performance, with priority being given to the best-trained and motivated staff serving customers.

The stores have been designed to give customers an enticing, visual and interactive experience. With a clean and simple architectural design, the glass store fronts will give customers a clear view into the store and straight to the back of the shop floor, with no posters or other signage obscuring the view. Other features such as a visual stock room, where the shop's products will be housed and showcased behind glass panels, will also compliment the spacious design throughout the stores.

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Branded Everything Everywhere on the external fascia and inside, the stores are designed to allow customers to:

  • Interact with "live" devices and tablets (most mobile shops still range only dummy phones in-store) and get the most out of their phones
  • Download the latest applications direct to their handsets (via the interactive 'touch and play' app screens)
  • Charge their phones (even if they're not Orange or T-Mobile customers)
  • Build and buy the package that suits them (via an interactive video screen)
  • Hang out and go online (using the store's free wi-fi)
  • Get their phone repaired via the store
  • Transfer of contacts, free from their existing phone to their new phone
  • Manage their account in store (checking their bill, payment of their account or checking they're on the right plan)

Stores in Bishops Stortford and Eltham will launch within a fortnight, while stores in Lowestoft and Evesham will be launched within four weeks of the Altrincham shop opening its doors. The five-store trial is expected to last up to six months and will help to shape Everything Everywhere's ongoing retail strategy. It follows bold moves in retailing from the firm and its brands, including the launch of Orange concessions in HMV stores, the launch of Orange and T-Mobile concessions in each other's stores, and the up-coming "dual-branded" Orange and T-Mobile phone shops that will be launched in the coming months.

Andrew Coull, Vice President, Retail, Everything Everywhere, said: "We're a pioneering company with a deep-rooted belief in commercial exploration across all elements of our business. We're passionate about building stronger relationships with customers of both our brands, and this is the latest in a string of live retail trials that will help us deliver a unique 21st century retail experience for our customers, creating a fun, interactive environment which brings our products and services to life."

The new stores join an estate of over 720 shops across Britain that are operated by Everything Everywhere, trading through the Orange and T-Mobile brands.

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Store designs & images available on request


Everything Everywhere Press office:

About EE

EE is the most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and will soon become the first company in the UK to provide 4G mobile services alongside fixed-line fibre.

EE is the company that runs the Orange and T-Mobile brands in the UK, and will be launching its new superfast 4G brand – EE – in the coming weeks.

Its 4G service will cover a third of the population by the end of 2012 and its fibre service will cover 50% of the population by the end of the year.

EE's mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G

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