Asif Aziz talks 2024 and EE ambition to be most personal, customer focused brand on UK high street

Asif Aziz, Retail Director, EE/BT Group, has taken to social media to discuss a hugely eventful 2024 for the mobile network operator, internet service provider, and physical retailer.

In a LinkedIn post, he said: "We’ve made incredible strides towards our ambition to be the most personal, customer focused brand on the high street. From moving beyond our telco brand roots to stepping boldly into the tech space, we’ve transformed how we show up for customers. Gone are the days of transactional retail - we’re focused on creating experiences that keep customers coming back time and time again."

Highlights this year include opening 31 Experience and Experience Local stores across the UK, with even more planned for 2025.

EE has also launched training modules for regional retail leaders, including a storytelling programme to enhance how they connect with their teams and customers. And it has upgraded its systems, including a major IT refresh to support its teams in delivering seamless service.

Elsewhere, it won multiple industry awards, including accolades from Retail Week for New Stores, Mobile Industry Awards for Retailer of the Year, Creative Retail Awards for Store Design of the Year, and RTIH's Technology Implementation of the Year.

Aziz commented: "Despite the challenging retail landscape, we’ve adapted and thrived, accelerating the momentum of New EE and earning our place as leaders in experiential retail. This has been a year of growth, learning, and transformation. I’m incredibly excited about what lies ahead for 2025, from launching even more Experience stores to introducing new training modules for our Guides and regional leaders."

"A huge thank you to everyone who made 2024 such a success - our incredible team for their hard work and dedication, our partners, and our customers. Here’s to continuing our journey towards offering the most personal, customer focused service on the high street."

2024 RTIH INNOVATION AWARDS

EE emerged victorious at the sixth edition of the RTIH Innovation Awards for introducing a network and device refresh across its stores, including a single device, single sign-on tablet system, backed by a BT Business SDWAN network, resulting in faster transactions, seamless communications and transformational commercial results.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.