EE: Reinventing Retail for a People-First Tech Brand

The Challenge

EE undertook its most significant brand relaunch in a decade, with the ambitious mission to become the UK’s “most personal technology brand.” This shift required transforming their perception from a traditional mobile phone retailer to a people-first tech innovator.

What I Did

I played a pivotal role in bringing the new brand vision to life across EE’s 450 UK stores. Key contributions included:
- Retail Strategy for the Flagship Store: Delivered strategic direction for their new Westfield flagship, featuring innovative spaces like a digital spa and a gaming zone.
- Touchpoints Bible: Developed a comprehensive guide defining the roles of store formats and touchpoints, ensuring a consistent and impactful brand experience.
- High-Impact Campaigns: Led retail strategy for major activations, including the Euros, Christmas, and gaming launches, collaborating closely with Digitas and Saatchi & Saatchi.

The Results

The relaunch delivered significant results:
- Brand Metrics: Increased brand consideration, awareness, and purchase intent.
- Retail Performance: EE Studio in Westfield achieved a 100%+ increase in footfall compared to its previous location.
- New Experience stores in Kent, Cardiff, and Manchester reported a 35% rise in footfall, outperforming previous formats.
This transformation positioned EE as a leader in experiential retail, redefining what it means to be a people-first technology brand.