EE seeks to reinvent role of traditional phone shop with new Cardiff Experience concept store

UK mobile network giant EE is bringing the first of its new Experience stores to Queen Street, Cardiff today.

The concept looks to reinvent the role of the traditional phone shop, enabling shoppers to get up close and personal with the latest innovations and give them a space to work, learn and play. 

Visitors will explore four curated experience zones, with each demonstrating how cutting-edge technology and connectivity is enhancing everyday life – from gaming and relaxing, to working and learning. 

The store also gives customers the opportunity to visualise their own personalised connected home through real-life room sets, enabling them to get a taste of future living and discover the connected technology that is right for them.  

Asif Aziz, Retail Director at EE, says: “We have enjoyed being a part of the local community in Cardiff for over ten years and so we are excited to now be bringing the first of our Experience stores to our Cardiff customers, offering them the chance to interact with the latest connected technology.”

“Our vision is for each of our EE stores to be so much more than a traditional phone shop. We know that our customers want innovative and exciting retail experiences that give them a reason to visit time and time again.”

“We have therefore redesigned our stores to ensure EE continues to offer the most personal, customer-focused service on the high street, helping people get more out of their connected lives and allowing them to see what the future’s got in-store.” 

Assistant Store Leader, Jamie Rees, says: “It’s great for the local area that Cardiff has been chosen as the first location for EE’s new Experience stores. Over the years I have enjoyed giving our Welsh customers advice and guidance on how to better use technology to enhance their lives.”

“With the launch of the new Experience store, I will still be on hand to share my expertise, with customers also now able to come in and experience the latest technology in person, in a space built to spend time in.” 

The launch of the Cardiff Experience store is part of EE’s new retail strategy, which, according to a press release, “seeks to reinvent the role of retail in the telco industry putting innovation, personal experience, and community service front and centre”.