From browsers to buyers: Inside EE’s incentives strategy

Running promotions across hundreds of SKUs is no small feat - especially when customer expectations are sky-high.

For EE (part of the BT Group), that challenge came into focus with the launch of its marketplace, the EE Store, in 2023. As the UK’s largest network, EE serves millions of customers with mobile and broadband services.

The premise for EE's marketplace was simple: offer customers the latest products from the biggest names in tech - from gaming and laptops to TVs, smart home systems, and more.

To succeed in this competitive retail landscape, EE needed more than just a trusted brand and strong network. They needed a way to deliver personalized, relevant offers across hundreds of SKUs, ensuring every shopper could find a deal that felt tailored to them.

EE’s existing systems couldn’t deliver the personalization or agility required to run incentives across such a wide-ranging catalogue. They needed a promotional engine that could integrate seamlessly with their commerce platform, handle SKU-level complexity, and scale with their growing marketplace ambitions.

With Talon.One, EE can now deploy personalized campaigns across the entire EE Store - whether it’s an exclusive offer on a gaming console, a discount on a smart TV, or a seasonal deal on laptops.

By targeting promotions down to the SKU level, EE ensures each campaign feels relevant, contextual, and valuable. This agility not only improves customer experience but also allows the EE Store to compete effectively with other major retailers.