EE has announced it is opening its latest Experience store at Birmingham’s iconic Bullring on Thursday, as the mobile provider seeks to help the local community explore the latest in connected technology.

The move is part of the commitment made by EE at the beginning of the year to invest £6 million in more than 10 new Experience and Experience local stores across the UK.

The company has since surpassed this target, with the Birmingham location marking the 26th store opened this year.

The new store, which joins the mobile network’s 400 nationwide stores, will feature a range of Experience themed zones, including a welcome zone that displays the latest tech product launches and in-store offers; a gaming zone dedicated to gamers to test new consoles and games; and a community hub where visitors can seek advice and browse tech solutions.

Data from EE shows that Birmingham residents rank among the UK’s most tech-savvy, with half of them using smart home technology every day, from robot vacuum cleaners to smart fridges, and over two-thirds relying on their smartphones before making in-store purchases.

Asif Aziz, retail director at EE, said the company’s research highlights how Birmingham is a city of tech-lovers, with the new shop designed to meet customer needs.

“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,” he said.

The shop aims to provide a more personal, customer-focused service with the addition of EE Guides, a team dedicated to personal conversations with shoppers to understand their individual digital needs.  

“Our brilliant team of EE Guides will be ready to help customers with all their technology needs and to offer personal, expert advice on how connected technology can enhance their everyday lives,” continued Aziz.

The opening on Thursday will feature an appearance from former England footballer Emile Heskey who will cut the ribbon and welcome visitors to the new space.

Heskey said: “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." 

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