Our approach to boosting EE’s Smart Home Security sales

In the fast-paced world of consumer electronics, staying ahead of the curve is crucial. Recognising the potential in their Smart Home Security product line, EE partnered with Blue Square to amplify their retail strategy and help build on their success. The challenge was clear – to draw up and implement a strategy that could boost sales performance significantly, and limit costs.

What followed was a six-month campaign to build upon EE’s strong foundation. Our mission was to develop a solid sales enablement and training programme that would complement EE’s existing strategies. From expert-led training to immersive in-store experiences, Blue Square crafted a comprehensive strategy that not only met but far exceeded EE’s expectations.

• Revitalise sales of EE’s Smart Home Security products across high-footfall retail stores in the UK
• Dramatically improve sales across key launch stores

• Increase footfall conversion rates
• Develop a sales enablement and training programme

We devised an innovative sales enablement programme for key EE stores nationwide. A team of Smart Home Security experts were recruited and trained to provide hands-on training to all store staff, spending two dedicated sales days in each store to demonstrate effective customer engagement and sales techniques.

To enhance the in-store experience, we introduced Smart Home Simulations with live demonstration zones, allowing customers to interact with the system in a realistic setting. We also developed an accreditation programme to elevate product knowledge across stores, implemented micro-training videos for on-the-spot coaching, and hosted out-of-hours training events. 

Additionally, we addressed post-purchase support issues, introduced an Expertise Development Programme for staff, and expanded the “EE Champions” recognition programme to encourage excellence.

• Phase 1 stores saw weekly sales jump by over 3,500% from the starting point.
• After just 8 weeks, these stores improved their conversion rate by 1,900%.
• Phase 2 extended this success to medium-traffic stores, maintaining a 900% sales increase over 4 months.

• The campaign generated a significant number of units sold, with consistent month-on-month growth peaking in March.
• EE forecasted substantial value creation across the customer lifetime, with potential for significant incremental value over the next three years.