EE has opened its first <a href="https://delimiter.online/blog/chatgpt-Opens-app-store-for-developers-start-building-today/” title=”experience store”>experience store of 2026 at the Lakeside Shopping Centre in Essex, a major retail hub in South East England. The launch represents the latest phase in a nationwide retail investment program by the telecommunications provider, which aims to address a perceived gap in customer confidence with modern smart devices.
The opening at Lakeside follows 20 similar Experience store launches across the United Kingdom over the preceding 12 months. This expansion is part of a broader £3 million investment in EE’s retail strategy between May 2025 and March 2026.
Addressing a Confidence Gap
EE stated that the initiative is a direct response to its own research. The company claims that 58 percent of its customers in the East of England region are not confident using all the features on their smart devices. The new format stores are designed to counter this through in-person demonstrations and personalized guidance from staff, moving beyond a traditional sales-focused model.
The stores will offer free, booked appointments focused on digital literacy and online safety. These sessions are available to consumers regardless of their mobile network provider.
Partnership with Essex Police on AI Safety
A key feature of the Lakeside location will be its participation in a partnership with Essex Police. The store will be one of 11 EE outlets across Essex to offer “Stay Safe with AI” appointments. These sessions are intended to raise public awareness about potential risks associated with artificial intelligence, with a specific focus on educating people about the dangers of deepfake technology and other AI-generated content.
In addition to the AI safety program, the Experience stores will provide other support services. These include 30-minute consultations on managing children’s devices, setting up parental controls effectively, and offering support for individuals using a smartphone for the first time.
Strategic Retail Shift
The rollout of the Experience store concept signals a strategic shift for EE’s physical retail presence. The focus is transitioning from purely transactional interactions to providing educational services and community support. This approach aligns with a growing trend in the telecoms and technology sector, where companies seek to add value through customer education to foster brand loyalty and reduce support costs.
The opening of the Lakeside store suggests EE is continuing its planned investment trajectory for the 2026 financial year. The company has not publicly detailed the specific locations or timeline for further Experience store openings beyond the Lakeside launch, but the established pattern indicates more launches are likely throughout the year across the UK.
Source: Adapted from original press release
