EE is today unveiling its first Experience store in the South West of England in Bristol’s Cabot Circus, with Ex-England rugby player, pundit and presenter, Ugo Monye. The store is designed to introduce shoppers to the latest in connected technology, providing them with face-to-face advice and guidance on a range of different connectivity and technology solutions for their everyday life.

It comes as new research** from EE reveals that only 5% of Bristolians would usually get help from retail staff when they need support with their connected technology, despite more than half (52%) admitting that speaking to a specialist in store would give them more confidence in choosing the right technology products.

When asked about the common problems Bristol residents experience with their connected technology, over a quarter cited issues with their device’s battery life (28%), 1 in 6 (14%) often have problems with their device needing repair and 1 in 10 (9%) admit that they often don’t know how to choose the best device for their needs.

And as one of the UK’s fastest growing tech hubs, it’s no surprise that Bristolians are a community of technology fans. The research revealed that two thirds (65%) of people in Bristol have up to 10 smart home products, with over a third (36%) using them on a daily basis.

Of all their connected devices, smartphones (59%), laptops (37% and smart TVs (31%) are cited as the favourites, with residents spending on average 3,888 hours each year using connected technology.

The new EE Experience store in Bristol Cabot Circus has been specially designed to help customers visualise their connected lives across four key areas – work, home, learn and game – through designated Experience Zones and a Tech Home area. The store design invites shoppers in Bristol to get hands-on with the latest connected technology in an engaging and immersive space.

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 and purchase online.

The Bristol 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 learn more about the latest tech and online security tools that enhance the working-from-home experience, with super-fast broadband solutions, a smart TV and connected speakers also on display.

Ugo Monye, Ex-England Rugby Player, Pundit and Presenter, said: “EE kicked it straight through the posts with the new Bristol Experience store launch, located in one of the most exciting tech hubs in the UK. I’m looking forward to joining the EE Guides today and helping to unveil the new store to the brilliant people of Bristol, allowing them to explore the latest in connected tech, gaming and smart home appliances.”

EE is committed to offering the most personal, customer-focused service on the high street.

In the Bristol Experience store, EE’s Guides will advise customers on the best connected technology for them and help to digitally upskill the local community, all while showcasing their personal interest and passion for technology. Visitors to the Bristol store on launch day will even be able to enjoy a DJ set from one of the store’s very own guides.

And the insight they offer to customers is invaluable, as 2 in 5 (41%) Bristolians say in-store support can help them to understand the key features of their connected devices, and how to get the most out of their technology, while over a quarter (27%) say they don’t invest in new technology because they don’t feel they have the expertise to choose the right products.

Asif Aziz OBE, Retail Director at EE, said: “As part of our commitment to support Britain’s high streets through innovative, experience-driven retail concepts, we have pledged to invest £6 million in ten new Experience stores over the next year, with Bristol being the first location to open in the South West. Our ambition is to be the most personal, customer-focused brand in the UK. With our new Experience store, we’re bringing this to life, sharing the latest innovations with the local community in Bristol and helping them to visualise their own personal connected lives in store.