Everything Everywhere trials dual branding

Everything Everywhere trials dual branding

Everything Everywhere will launch six dual branded stores before Christmas, Mobile can exclusively reveal.

The shops will be located in Tooting, Palmers Green, Weston-super-Mare, Hertford, Bridgend and Dorchester.

Everything Everywhere staff were informed of the trial in early October via an email from Orange retail director Sonia Whitely-Guest confirming the store locations.

The locations have been chosen because they have either a T-Mobile or Orange store in the area, but not both, Everything Everywhere VP of retail Andrew Coull told Mobile.

He said: ‘Both the brands will be very clearly present for the customer to see. Orange stores will have T-Mobile products and T-Mobile stores will add Orange products.

‘This is really about choice and offering variety for the customer. This is a trial to see how it works by providing customers with that additional choice.’

The stores will feature both brands on the outside fascias but staff will wear the uniform of the operator to which the store was originally branded.

Meanwhile, staff will receive training on the additional set of products they will be selling.

Coull added: ‘The quality of the conversation will deliver the right outcome to the customer. Through the training we will be able to deliver a positive experience.’

Everything Everywhere is planning to have the stores selling both sets of products before Christmas, the most important trading period for the industry.

Coull said: ‘We have got some operational experience already through operating a number of concessions in HMV. Through those we have gained some fantastic insight into how to make it work.’

Written by Mobile Today
Mobile Today

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