Aptos announced today that EE is introducing a new cloud-based POS solution from Aptos in its retail stores. This technology aims to enhance EE’s customer engagement capabilities while reducing the IT infrastructure footprint in each store.
Following a successful six-week pilot across 15 stores, the POS software is now being rolled out to EE’s more than 400 stores across the UK. As part of this IT refresh, EE has upgraded to a newer version of Aptos’ advanced POS solution, delivered via SaaS, which will run on mobile devices used by EE’s guides throughout the store.
The new system allows EE’s in-store guides to complete all sales, service, and operational processes from a single device, increasing efficiency and streamlining customer interactions. This approach also reduces the number of devices needed in each store, enhancing the security of EE’s customer data by leveraging the latest tools that meet security standards and compliance, including GDPR.
In a bid to create a more personal shopping experience, EE has removed fixed tills from each of its stores. This change allows EE’s guides to engage in more personal conversations with shoppers and helps to reduce potential congestion and queues.
This technology refresh is part of EE’s commitment to offering the most personal, customer-focused service on the high street. Following the launch of its flagship EE Studio in Westfield London, White City, in June 2023 and subsequent Experience stores, EE recently announced plans to elevate the consumer shopping experience further. The company plans to open more than ten Experience and Experience Local stores across the UK between April 2024 and March 2025.
The EE Studio and Experience stores are designed to empower customers with the best connectivity and technology solutions for their entire connected life. Featuring carefully curated ‘experience zones’ and ‘room sets’, each store demonstrates how cutting-edge technology and connectivity can enhance consumers’ everyday lives. These stores also serve as community hubs where locals can work, learn, and play.
Asif Aziz OBE, Retail Director at EE, stated: “We’re reinventing the role of retail in the telco industry by putting customer experience, innovation and community front and centre. Reflective of our investments in digital transformation, we are embracing store formats that blend physical and digital experiences. With our modern approach to bricks-and-mortar, we knew we had to rethink the in-store shopper journey and the tools that enable it. Aptos was the right POS partner to bring our vision to life. Our IT modernisation efforts have been very well-received by our guides and they are now able to spend even more time focusing on the needs of our customers.”
Zaki Hassan, General Manager for EMEA and APAC at Aptos, commented: “EE stores have transcended far beyond a traditional phone shop. EE’s investment in innovative experiences on the high street should be admired and applauded. If you want to see the future of retail, simply step into EE’s Studio and Experience stores. We are delighted to have Aptos’ POS being rolled out across the EE retail estate.”
