EE’s retail stores come to life with Aptos’ Cloud POS


This article is brought to you by Retail Technology Review: EE’s retail stores come to life with Aptos’ Cloud POS.

Aptos has announced 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 EEStudio 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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