Everything Everywhere to open retail stores

Everything Everywhere, the new name for the merged T-mobile and Orange brands in the UK, is to launch its first test retail outlet in Altrincham near Manchester on the 18th February, according to Channel Register. What makes it interesting, however, is that the company plans to do away with the traditional way of taking out a contract or dealing with an account query. Instead, these tasks will be dealt with via interactive terminals. Its staff, having been freed from these more mundane tasks, will be aiming to engage and entertain customers. 

There will also be other stores opening in Bishops Stortford, Eltham, Lowestoft and Evesham. Time will tell, however, if Everything Everywhere chooses to ditch its existing Orange and T-mobile brands which have been firmly established in the UK for many years.  The mobile communications giant is looking for combined savings of £3.5bn from its retail estate by 2014. It is possible, should these concept stores be successful, that they might chose to shed some extra weight from their retail assets.

The trial stores are existing T-mobile and Orange stores which have been refurbished and kitted out with the latest in retail wizardry. The company, being as "down with the kids" as possible, is encouraging shoppers to "hang out and go online" in their lounge areas in the store. The executive behind these concept stores is Everything Everywhere's Andrew Coull. He had this to say on the matter:

"I really believe we can get traction from this. We want to turn traditional mobile phone retailing on the high street on its head."

A 3D tour of one of the new stores can be seen in the video below:

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18 Comments

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I think the store is rather ugly. The wood paneling on the right side of the store reminds me of the 80s, the mini cubicles seem kinda depressing, and it looks like they're trying to emulate the Apple Store aesthetics, but in a really bland and bad way. Overall, I'm kinda turned off. Not to mention "Everything everywhere" sounds like a tagline/slogan, and looks stupid otherwise.

The only compliment I can give is the layout is pretty good. Clear labels marking specific areas of the store instead of having to hunt around for where you oughta go, and good organization is the only thing great.

Hope they follow the Apple Store style, and let people play with real products instead of dummy models.
Also interactive terminals seem slightly better than Orange's put you through to an Indian call centre approach. Although wouldn't everyone just rather talk face to face with staff who have the power to fix things.

Heres an Idea Orange, stop spending money on flashy stuff to show off and instead reward your long loyal customers, not that I'm bitter or anything but I know someone who got a free laptop for being a vodafone customer and all I got for being an orange customer for 10 years was 5 free picture messages which had to be used before a specific date so not even 5 free a month!

Teebor said,
Heres an Idea Orange, stop spending money on flashy stuff to show off and instead reward your long loyal customers, not that I'm bitter or anything but I know someone who got a free laptop for being a vodafone customer and all I got for being an orange customer for 10 years was 5 free picture messages which had to be used before a specific date so not even 5 free a month!

The days of customer loyalty are long gone now sadly

Woah I knew orange and Tmobile were merging but didn't know of the rebrand!

Interesting. Can't believe I'm only just hearing this now.