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EE’s Retail Stores Come to Life with Aptos’ Cloud POS

Modern POS solution to be deployed across 400+ stores in the UK

LONDON — 29 May 2024 — Aptos, a leader in unified commerce solutions, announced today that EE is introducing a new cloud-based POS solution from Aptos in its retail stores. The technology will enhance EE’s customer engagement capabilities and reduce the IT infrastructure footprint in each store.

Following a successful six-week pilot across 15 stores, the POS software is being rolled out to EE’s more than 400 stores across the UK. As part of the IT refresh across its retail estate, EE has upgraded to a newer version of Aptos’ advanced POS solution, delivered via SaaS, which will run on mobile devices that EE’s guides can use throughout the store.

The new system will allow EE’s in-store guides to complete all sales, service and operational processes from a single device, instead of multiple devices for different tasks. This will mean increased efficiency and streamlining of customer interactions, whilst also reducing the number of devices needed in each store. It also further enhances the security of EE’s customer data by leveraging the latest tools that address security standards and compliance, including GDPR.

EE has also removed fixed tills from each of its stores, allowing EE’s guides to have more personal conversations with shoppers, while also helping to reduce any potential congestion and queues.

The technology refresh forms part of EE’s commitment to offer 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 revealed plans to level up the consumer shopping experience by opening more than ten Experience and Experience Local stores across the UK between April 2024 and March 2025.

The EE Studio and Experience stores have been designed to empower customers with the best connectivity and technology solutions for their whole connected life. Featuring carefully curated ‘experience zones’ and ‘room sets’, each store demonstrates how cutting-edge technology and connectivity enhances consumers’ everyday lives, while also serves as a hub for the local community to work, learn and play.

Asif Aziz OBE, Retail Director at EE, said: “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, comments: “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.”

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About EE
EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator.

Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.

EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.

EE is committed to offering first-class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.

EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.

EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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About Aptos
Aptos is the global leader in unified commerce solutions for retailers. Our modern, cloud-native POS and advanced enterprise technologies are trusted by hundreds of retail brands around the world. For over 40 years, Aptos has delivered software solutions that help retailers inspire loyalty, maximise revenue and reduce costs.
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Aptos is a registered trademark of Aptos, LLC. All other company and product names may be Trademarks, Registered Trademarks or Service Marks of the companies with which they are associated.
Kristen Miller
Aptos, LLC