Orange today announced the launch of three new retail formats that could change Orange’s retail presence on the high street whilst the first of its HMV concessions have opened up across the country. These new formats will enable Orange to identify the best way to serve the 21st century customer and their evolving needs. This strategy aligns with Orange’s long-term agenda set out by Tom Alexander, CEO, to deliver brilliant service, innovation and become the best loved telecommunications company in the UK.
The new retail formats include:
First Community Store opened today in Monmouth, Wales First Multimedia Store to open in Milton Keynes in September First Orange franchise strategy launches and Orange expects to open 10 franchise stores in 2009 Sian Doyle, Head of Retail, Orange UK said: “At Orange, we put customer service at the heart of our business and we are fully committed to meeting the changing needs of the 21st century customer. For us, this means tailoring our services and products to meet customer needs – whether they are a tech-savvy teenager, a working mother or a pensioner. By trialling different store formats we aim to identify the best and most successful ways of serving the personal requirements of our diverse customer base and not deliver a one size fits all approach to our customers.”
Community Store
Today, Orange will launch its first Community Store in Monmouth, Wales, which is designed to sit at the centre of the community – a place that provides support where people can drop in for a cup of coffee and advice about their telecommunications needs.
The store will have a dedicated customer service space which enables store staff to not only sell but help and support existing customers with account queries whether that is about billing, upgrades or existing handset queries. This service functionality is now a feature across the entire retail estate following a successful trial in the North West earlier this year. Staff will receive dedicated training to serve the Monmouth community as well as receive training to become Ambassadors which gives them the skills set to go into the local schools to teach children about the safe use of technology. As part of the trial, Orange is also looking at changing the way commission is paid to reflect the increased focus on customer experience.
The shop’s look and feel has had a total overhaul. A modern kitchen and seating area create a homely feel, while a large notice board will be on display to keep people up-to-date with the latest local news and events. In addition, a dedicated seating space gives customers access to books from the Orange Prize for Fiction. All main in-store signs will also be written in both Welsh and English to suit local preferences.
The store will have a community workshop programme designed by Orange and the community. These workshops could be coffee mornings that provide the community with support and advice about matters close to their heart whether that be mobile and internet safety for children or how to make the most of your mobile phone. The first workshop designed by Orange will be a coffee morning which helps parents ensure their children use mobile phones and the internet safely.
Multimedia Store
In September, Orange will launch its first Multimedia Store in Milton Keynes, an interactive store that encourages visitors to test Orange’s latest products and entertainment services. Aimed at tech-savvy consumers, this store demonstrates the best of Orange’s multimedia offering.
With an urban, minimalistic look, multimedia features include a number of screens showcasing content and making it easier for customers to understand services.
The store will also look to build a calendar of multi-media events in store which highlights our multimedia propositions or leverages our sponsorship opportunities.
New Franchises
Orange is also moving into franchising with the opening of a number of franchises this year across the UK. The first franchise partner has been signed up with the first store opening this summer in Bridlington, East Yorkshire. We expect 10 franchises to open by the end of the year.
Replicating the look and feel of the recently refurbished Orange retail outlets, these franchises will launch in places where Orange doesn’t currently have a presence - improving the customer experience by making it easier for consumers to visit a local Orange store.
Roll Out of Orange Concessions in HMV
Orange concessions have just opened in HMV stores in Glasgow Silverburn, Plymouth and Teesside Retail Park, with the Oxford Street concession due to open in the flagship HMV store in early September. For the first time, Orange has a dedicated Orange space in the entertainment retailer's stores, with a focus on music, games and video mobile handsets and devices.
The partnership follows Orange's plans to drive the usage of multimedia and entertainment services as currently non-voice services account for 24% of Orange UK revenues*. In total, 20 HMV stores will be selling Orange products by the end of August and up to 100 have been earmarked to take the store within store approach by Christmas.
Sian Doyle said: “High street retailing in the UK needs to evolve and diversify to better meet customer needs. At Orange, we aim to create an enjoyable shopping environment that offers the latest technology and highest standard of customer service for everyone to enjoy at their own convenience. Through these new formats we will be able to gauge consumer appetite for different formats which will ultimately shape our future retail strategy and change how mobile and broadband businesses operate on the high street.”
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Footnotes
*France Telecom December 2008 results.
About Orange
Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 123 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.
At the end of 2008, France Telecom had consolidated sales of 53.5 billion euros (12.7 billion euros for the first quarter of 2009) and at 29 April 2009, the Group had a customer base of almost 184 million customers in 30 countries. These include 123 million mobile customers worldwide and 13 million broadband Internet (ADSL) customers in Europe. Orange is the number three mobile operator and the number one provider of broadband Internet services in Europe and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.
In the UK, Orange provides high quality GSM coverage to 99% of the UK population. At the end of March 2009, Orange had almost 17 million customers in the UK – 15.8 million active mobile customers and close to one million fixed broadband customers.
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.
For more information: www.orange.com, www.francetelecom.com, www.orange-business.com For further information, call the Orange press office on 0870 373 1500 or email: Orangepr@golinharris.com or visit www.orange.co.uk/newsroom
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