It was interesting meeting Marc Allera, EE’s chief sales officer, who’s probably been the busiest man in the retail space over the past 12 months. He was very much ‘hands on’ in promoting the newly rebranded EE flagship store in Oxford Street, London, as the changes to the 700 stores finished earlier this week.
Allera has led a gargantuan campaign – not only a massive retail rebranding exercise but also a campaign that made sure EE’s 4G technology was the centrepiece.As well as masterminding the physical changes – the logistics of changing the look of hundreds of shops in one fell swoop – Allera has also been responsible for the retraining of staff of both Orange and T-Mobile stores.
He enthusiastically explained that EE was undergoing a trial in nearly 80 of its premises by introducing retail staff and their particular expertise and knowledge to customers on screens. So, when a customer walks into a store he or she will be able to identify who’s the best person to tackle their particular query. 4G technology and the different tariffs have also been key in the training of staff.
Allera said the difference between 3G and 4G ‘will be like travelling in a car and a bus’, as he expounded the virtues of EE’s new superfast service rolled out to 11 UK cities.
I asked him how he’ll spend his time now that the rebranding campaign has been completed – he jokily said 5G. ‘There’s still plenty to do. I’m sure they’ll keep me busy,’ he said. After being a key figure in the successful launch of Three, Allera was certainly taken on a year ago to mastermind EE’s rebranding project. What a job description.
Allera said the success of the EE rebranding project will be judged on footfall, digital traffic and conversions. However, there were no revelations in terms of any retail targets – although they do exist.
Allera’s efforts deserve success as he’s led a giant retail team through momentous changes and probably helped to open up a new era in retail.