Mobile networks Orange and T-Mobile are to push forward with the next phase of their evolution into a single brand with the opening of 30 Everything Everywhere-branded high street stores over the months ahead.
This follows a successful trial of five stores under the super-network's branding back in February, which saw increased numbers through the door and favourable feedback for both Orange and T-Mobile.
The networks agreed to join forces under the vaguely annoying Everything Everywhere umbrella in July last year, but have continued to operate under their own names for the time being – despite featuring almost identical deals and tariffs.
But the merging of their operations is moving steadily forward, with the February trial of the newly branded retail stores having seen footfall rise by more than 25 per cent over other communications retail stores, and customers 60% more likely to recommend Orange and T-Mobile products after visiting.
Everything Everywhere CEO Tom Alexander says the success of the trial provides an ideal stepping stone to push forward with the next phase of the transformation.
“The new stores will be branded Everything Everywhere and will sell Orange and T-Mobile products. It means that by the end of this year we’ll have created more opportunities for our people, more choice for our customers and more potential for our business,” Alexander said.
“The trial results have already shown us that we’ve tapped into an incredibly successful and highly engaging customer experience formula within the Everything Everywhere format, and that our two brands Orange and T-Mobile, as well as our customers, are benefiting.”