MICHAEL DAPAAH TO OPEN EE’S NEW EXPERIENCE STORE IN WESTFIELD STRATFORD CITY AS RESEARCH REVEALS LONDONERS ARE ONE OF THE BIGGEST USERS OF SMART HOME TECH
- EE is opening its second Experience store in London, following the launch of its flagship Studio in Westfield London last June, with the new store in Westfield Stratford City helping the local East London community to get the most out of their connected tech.
- The launch comes as EE research reveals Londoners are some of the biggest users of smart home devices and the nation’s biggest smart kitchen tech enthusiasts.
- The new location is one of 10 Experience stores set to open this year, as part of a £6m investment by EE into the British high street.
- The Stratford Experience store will open in Westfield Stratford City at 11am on Wednesday 17th July, with an exclusive appearance from actor, comedian, rapper and Londoner, Michael Dapaah.
Wednesday 17th July, actor, comedian and rapper, Michael Dapaah, will make a special appearance at the opening of EE’s latest Experience store in Westfield Stratford City, the UK’s most popular shopping centre. Dapaah, who started out creating comedy on his phone, will cut the ribbon and welcome customers into the new space from 11am. The state-of-the-art Experience store will be the next of its kind to open in London, following the launch of EE’s flagship Studio in Westfield London last June.
The new opening comes as EE research into the UK’s tech habits reveals that smart home technology is now essential for almost half (45%) of Londoners, with 47% admitting they use their smart home devices to manage their household bills and other day-to-day chores. When it comes to their preferred types of smart tech, Londoners (35%) love smart kitchen gadgets more than any other population in the country.
Research also shows the important role smartphones play in Londoners' lives, whether at home or on the go. Three-fifths (58%) say they use their smartphones to run their social media accounts and 28% say their phones help them catch up on reading. It's little wonder, then, that Londoners spend 49 days a year using their phones, almost a working week more than the national average of 45 days.
Though Londoners are one of those leading the charge in terms of adopting innovative smart home technologies, EE research revealed that over half (52%) of tech users agree they could use more help with getting the most out of their connected tech. This lack of easily accessible support, tailored to their individual needs, is currently preventing two fifths (40%) of Londoners from investing in new gadgets, for fear of spending money on the wrong product for their needs.
EE’s new Stratford Experience store aims to bridge this gap by providing customers with access to EE Guides who can offer advice and support, ensuring customers feel confident in their tech choices. The store will showcase some of the latest and greatest immersive technology which has been specially designed to help guide customers through their connected lives across four key areas – home, work, learn and game – 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 Stratford 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. Here, 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.
Actor, Comedian & Rapper, Michael Dapaah, AKA Big Shaq, said: “Technology is a big part of my life, especially since going viral on social media in 2017. As someone who started their career on a smartphone, I’m excited to check out the latest tech drops at the new EE Experience store in Westfield Stratford City and find out what tech the next generation will be using. Shout out to the EE team for inviting me to the official launch, I look forward to meeting the local community while I'm there.”
Asif Aziz OBE, Retail Director at EE, said: “A year on from the launch of our flagship Studio we are opening the doors to London’s second Experience store in Westfield Stratford City, one of the busiest shopping centres in London and a vibrant area where technology plays a crucial role in everyday life. Our new store breaks the mould of what it means to do retail in the telco space and is one of our seven new stores bringing experiential retail to communities throughout the UK.
“Our Stratford Experience store marks an important addition to our retail offering, and we look forward to welcoming East Londoners to the new location, where they can expect the most personal customer service, expert support from our EE Guides and the latest launches in connected technology.”
Chris Betts, General Manager at Westfield Stratford City said: “Following the successful launch of EE's flagship Studio in Westfield London last year, we're excited that EE has chosen Westfield Stratford City for its second London location. Our shoppers are avid tech enthusiasts, and this new store will provide them with exceptional products and personalised customer service right at their doorstep. We can't wait for the local community to experience the new EE store and explore the latest in connected technology firsthand.”
The Stratford EE Experience store opens in Westfield Stratford City at 11am on Wednesday 17th July, with an exclusive appearance from Michael Dapaah. Throughout the day shoppers will also have the chance to enjoy a DJ set from one of EE’s Guides.
For more information, please visit www.ee.co.uk
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Notes to editors
*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 new EE Stratford Experience store is located at 56-57 The Arcade Westfield Stratford Shopping Centre.
About EE
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Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.
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EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.
EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.
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