What happens when you take a pharmacy leader with an OBE and put him in charge of reimagining retail in the telco industry? Pure innovation.

Asif Aziz, Retail Director at EE, brings a refreshingly human-centered approach to retail. Drawing from his early days as a market trader and his 27-year career at Boots, Aziz shares his philosophy that "care and commerciality are two sides of the same coin" – deliver exceptional customer experiences and business success naturally follows.

The conversation takes us inside EE's groundbreaking Studio store at Westfield White City – a 4,000 square foot space that's anything but a traditional phone shop. This award-winning retail concept features room sets and experience zones that have been carefully curated to demonstrate how cutting-edge technology and connectivity are enhancing everyday life – allowing customers to get a taste of future living.

Beyond building first-in-class retail experiences, EE is also tackling meaningful societal challenges through initiatives like its "Safer SIMs" programme, which helps parents navigate children's technology use with age-appropriate plans and expert guidance. This reflects Aziz's belief that technology companies have a responsibility to help customers through increasingly complex digital landscapes – a perspective gained during his experience leading Boots' COVID testing response when he witnessed firsthand how tech barriers prevented people from accessing essential services.

The results speak volumes: 47 EE Experience Stores nationwide with double-digit increases in footfall wherever these new stores open. In an era when many question the relevance of physical retail, Aziz demonstrates that stores thrive when reimagined as destinations for education, exploration, and genuine human connection.

Ready to experience the future of retail? Visit an EE Experience Store and discover how technology stores can be enjoyable, meaningful, and surprisingly human.