EE and Calm unite on new offering to ease in-store shopping stress

• EE and Calm have teamed up to curate three meditative soundscapes, designed to help shoppers in London find their calm, in time for Stress Awareness Month.
• Situated in EE’s UK first Digital Spa in its flagship Studio store in Westfield London, White City, shoppers can relax and recharge by tuning in to the Ocean, Rain and Thunderstorm soundscapes in the immersive sensory room.
• It follows research that found two-thirds (65 percent) of Londoners look for a relaxing and calm environment when shopping, with one in five (18 percent) admitting they find the in-store experience to be stressful.
• Shoppers can book a free 30-minute session in the Digital Spa HERE.

EE is taking the stress out of shopping this Stress Awareness Month, by teaming up with Calm, the leading mental health brand with the #1 app for meditation, sleep and relaxation, to launch three new soothing soundscapes in EE’s UK-first Digital Spa.

It comes as research from EE* reveals that two-thirds of Londoners (65 percent) prefer a relaxing and calm environment when shopping, with one in five (18 percent) admitting they find the in-store experience to be stressful. When asked about their biggest source of worry while out shopping, Londoners admit they dislike overcrowding (23 percent), while nearly six in ten (59 percent) suggest that helpful and knowledgeable staff are important for the overall shopping experience.

The three new soundscapes, Ocean, Rain, and Thunderstorm, feature in the immersive sensory room in EE’s UK first Digital Spa at the EE Studio in Westfield London, White City. They have been carefully curated with Calm to help Brits take an intentional pause and unwind while out shopping, furthering EE’s commitment to supporting digital wellbeing.

EE’s Digital Spa is the first of its kind in the UK, featuring an immersive sensory room where customers can unwind and recharge. Beyond the new soundscapes, shoppers can take a few minutes to pause and immerse themselves in a guided meditation to find their calm.

The EE Studio opened in Westfield London, White City last June and has seen 126,000 customers visit since opening, a 250 percent footfall increase compared to the previous EE store in Westfield London, White City. Designed to empower customers with the best connectivity and technology solutions for their whole connected life, the 4,230-square-foot showcase also serves as a hub for the local community to work, learn and play.

Dean King, Director of Stores at EE comments: “We want to help shoppers get the most out of their shopping experience by giving them a space to relax and recharge. In collaboration with Calm, we have developed three new soundscapes in our one-of-a-kind Digital Spa to help Brits find their retail respite in time for Stress Awareness Month. We hope that shoppers will pop by to recharge their batteries and get expert advice from our EE Guides on how to support their digital wellbeing”.

EE’s Digital Spa is available to shoppers in the EE Studio all year round. Book a free session in the EE Studio Digital Spa HERE.

*Research commissioned by EE and conducted by Opinion Matters among 2,000 UK consumers (18+), nationally representative on age, gender and region in November 2023. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles and are members of The British Polling Council.