EE to roll out in-store online safety appointments and resources for families

New in-store online safety appointments, content resources and smartphone sims for under-18s were announced today (July 29) at the BT and EE headquarters in Aldgate, London.

In-store appointments will be launched from August 12, allowing customers to book 30 minute appointments with staff and receive support and guidance in partnership with online safety experts Internet Matters.

Expert colleagues can also advise on how to set up a device and controls to help parents manage their child’s screen time and keep them safe online.

Speaking to Retail Week, EE retail director Asif Aziz said the team have wanted to do something to help younger consumers and parents for “some time” and that it’s another step in the vision to become the most “personal customer-focused tech brand on UK high streets”.

“Customers can book an appointment with our expertly trained guides in any of our 400 plus stores,” he said.

“Whether it’s an online safety appointment or choosing your kids’ first phone, a link will be sent to a customer’s email where they can fill out a questionnaire so that our in-store advice will be personal to that particular individual or family.”

“The beauty of retail is that there is physically somebody there to talk to with a greater level of expertise.”

He explained that having stores within 30 minutes of 90% of the UK population has made EE more accessible to customers, and that parents have been coming in “more frequently” to understand what the right phone and technology is for their children.

The investment in stores in recent years has also helped EE gain more visibility and footfall, as Aziz said it’s “encouraging” to see retail move from “purely transactional to experiential” with its new store format.

“We focus on the customer and their needs first, and then respond with the right product and services after understanding those needs,” he added.

Alongside the in-store appointments, EE has unveiled new under 18s smartphone plans called “safer SIMs”, due to launch next month, with built-in content controls and scam protection.

A content resource called “P.H.O.N.E Chat” is another in-store and online initiative being rolled out soon, aimed at helping parents explain the responsibility of smartphone ownership to their children.