EE boss Marc Allera said he is planning to take on Amazon and Currys as one of the UK’s biggest seller of electrical goods.
The chief executive told The Mail on Sunday that he wants customers to buy items through the telco network “every day and every week”.
“We want to be one of the top three retailers for consumer electronics,” Allera said, adding that his priority is to become a “viable alternative” to the big online shopping giants and High Street rivals.
EE, which is owned by BT, revealed in October it would begin to sell more consumer goods as part of an overhaul of the company.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Allera’s new strategy for the business also includes offering customers a service to streamline multiple subscriptions to companies such as Netflix through a single paid account through EE.
He said the business was aiming to become a “one-stop-shop” for people who are tired of having to manage numerous subscriptions.
EE has been “experimenting” with how best to use its 450 stores around the UK, said Allera.
This has seen the business open “much bigger” flagship stores, such as the EE studio in Westfield White City.
Smaller changes will also be made to the rest of its outlet to support the new strategy, Allera added.
Click here to sign up to Retail Gazette‘s free daily email newsletter
3 Comments. Leave new
EE won’t be getting any additional business from me after they hiked up the EU Roaming after my joining!
Maybe, just maybe, EE’s focus should be on improving their mobile network…? Radical thinking I know.
Fast forward two years and the story will be EE pulls back from from these brilliant ideas to simplify the business and drive cost savings to improve profits by concentrating on mobile and broadband.