In a strategic move to diversify beyond its smartphone roots, BT-owned mobile operator, EE, is set to enter the highly competitive e-commerce market by offering an array of consumer electronics, including smart TVs, fridges, kettles, and fitness products. This bold step will pit EE against industry giants like Amazon, Currys, and Argos, as the company leverages its extensive subscriber base of 25 million to gain a foothold in the retail industry.
An Evolution Beyond Mobile
For years, EE has been synonymous with mobile telecommunications. However, as part of BT's broader plans to position EE as the consumer-facing brand of the future, the company is venturing into new territories. EE is capitalizing on its expertise in selling telecoms products and services and applying similar tactics to retail a wide range of products, starting with smart home security, insurance, and games consoles, targeting consumers across the UK.
Building Confidence Through Success
EE's confidence in this expansion has been bolstered by its past successes. The company has already established itself as a prominent retailer of games consoles, including popular brands like Xbox and PlayStation. This track record, coupled with its status as the UK's largest smartphone retailer, has given EE the impetus to explore other consumer electronics categories.
Marc Allera, the CEO of EE, expressed this confidence, stating, "We are taking our learnings from selling smartphones – spreading purchase payments, offering cheap finance, bundles, and connectivity services – and are bringing that to other categories starting with consumer electronics." He also emphasized that the primary goal is not just selling these new products but becoming a more relevant brand for consumers in the evolving marketplace.
A Multi-Channel Approach
EE's foray into e-commerce will encompass both online and in-store sales. The company's 450 physical stores will play a crucial role in showcasing and selling these new products. Additionally, EE will offer consumers a seamless online shopping experience through its app and website. This will be facilitated by the introduction of an individual EE ID, simplifying the login process, similar to how Apple or Google IDs function.
A Major Rebranding Initiative
To support this shift into the world of consumer electronics, EE is launching its most extensive marketing campaign since its inception in 2012. This campaign will focus on highlighting the "new EE" and its expanding portfolio, aiming to engage and resonate with consumers, both existing and potential.
As EE makes this ambitious move, it will be intriguing to see how the company competes with established players in the e-commerce sector. This expansion represents an exciting and bold transition from its mobile roots and will undoubtedly create new opportunities and challenges in the evolving consumer electronics landscape.