e& UAE has unveiled its second AI-powered autonomous retail outlet, EASE, in Dubai Mall, marking a significant milestone in the telecom giant’s digital transformation strategy and customer experience enhancement efforts.
The EASE concept leverages cutting-edge artificial intelligence, machine learning, smart shelves, and robotics to offer customers a frictionless shopping experience, Khaled ElKhouly, Chief Consumer Officer, e& UAE said in an exclusive interview with Arabian Business.
“EASE represents another significant leap forward in e&’s broader vision of digitally empowering societies,” ElKhouly said. “By seamlessly integrating AI and cutting-edge technology, EASE makes things simpler and more engaging, delivering an intuitive, frictionless, and personalised shopping journey.”
Located on the second floor of Dubai Mall, the new store introduces advanced features that build upon the success of the initial EASE outlet in Al Kifaf. Key innovations include:
- FastPass and visitor line activation via biometrics or the e& UAE app
- Smart gates and dispensing machines
- Trade-in ATM machines for device exchange against Smiles points
- Self-assisted stations for scheduling deliveries
- Support for Apple Pay and Samsung Pay through the e& UAE app
Customers can enter the store, explore products, pre-authorise payments, and complete purchases without staff assistance. The EASE store offers a comprehensive range of products and services, including mobile and fixed-line products, accessories, handsets, and trade-ins.
“Our new store in Dubai Mall is the second iteration of EASE that takes things a step further by introducing even more advanced features,” ElKhouly explained. “Upon completing their shopping, customers can use an easy self-service check-out and exit the store at their convenience. Additionally, the facial recognition feature has been introduced for the visitor line purchase journey.”
e& UAE views the EASE concept as a cornerstone of its customer experience strategy. “As e& remains committed to driving digitalisation, EASE is just one area where we’re levelling up the customer experience through the implementation of AI,” the spokesperson added. “It is a major milestone in our transformation journey, redefining the future of retail and simplifying things for our customers.”
The company emphasized that EASE aligns with broader trends in consumer behaviour and technology. “Consumers now demand highly personalised experiences, seamless omnichannel journeys, and ethical, sustainable practices,” ElKhouly noted. “AI is instrumental in delivering these expectations by enabling real-time personalisation, integrating physical and digital retail, and optimising operations for sustainability.”
The convenient option of a Trade-in machine not only encourages customer loyalty but also promotes environmental sustainability by reducing electronic waste and encouraging responsible device disposal.
e& UAE’s focus on customer experience extends beyond the EASE stores. “For us, customer experience (CX) is more than just the interactions our customers have with our staff. It’s a holistic journey that encompasses every aspect of our brand: our products, our network, our apps, and our supply chain,” ElKhouly explained.
While the company did not disclose specific expansion plans for the EASE concept, the spokesperson emphasised its significance in e&’s overall strategy: “As e& remains committed to driving digitalisation, EASE is just one area where we’re levelling up the customer experience through the implementation of AI. It is a major milestone in our transformation journey, redefining the future of retail and simplifying things for our customers.”
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