EE is preparing to unveil its latest Experience store at Birmingham’s iconic Bullring shopping centre on 28 November. The new space, which will be officially opened by former England International Emile Heskey, promises visitors an engaging opportunity to explore connected technology through interactive zones designed to showcase how tech can enhance everyday life.
The store forms part of EE’s £6 million investment in its retail network this year and reflects Birmingham’s standing as a hub for tech-savvy consumers. Research commissioned by EE reveals that 49% of Birmingham residents use smart home devices daily, while 69% rely on their smartphones before making in-store purchases.
EE’s Birmingham Experience store introduces a reimagined retail model with zones tailored to specific customer interests:
- Welcome Zone: A dynamic shopfront highlighting the latest tech and in-store offers.
- Gaming Zone: A space for gamers to try new consoles and games with guidance from EE experts.
- Basecamp: A community hub offering tech advice, browsing opportunities, and complimentary coffee.
- Tech Live: A hands-on area for testing the latest devices and receiving personalised recommendations.
Additionally, the Tech Home area allows customers to envision a connected home setup with smart TVs, lighting, security systems, and EE’s broadband solutions, supported by expert advice.
Local Connection and Personal Service
Emile Heskey, who has strong ties to Birmingham from his years with Birmingham City and Aston Villa, said:
“It’s fantastic to open EE’s new Experience store in Birmingham, a city that’s very close to my heart. I used to love shopping in the Bullring during my years at Birmingham City and Aston Villa, and it’s great to see the centre continue to reinvent itself. The EE Experience store is brilliant, and I can’t wait to see the excitement as people explore all the store has to offer.”
Empowering the Community
EE Guides play a central role in the store, offering personal consultations to help customers find the right technology for their needs. These tech experts also work to digitally upskill the local community, demonstrating how connected devices can improve daily life.
Asif Aziz, Retail Director at EE, said:
“Our research shows Birmingham is a city of tech-lovers, with residents embracing smart home technology and relying on smartphones to shop smarter. Our new store is designed to meet the needs of this vibrant community, providing a space where people can get hands-on with the latest devices and discover new ways to stay connected.
“We’re excited to bring this innovative retail experience to Birmingham, with our brilliant team of EE Guides ready to help customers with all their technology needs and to offer personal, expert advice on how connected technology can enhance their everyday lives.”
