Orange aims to serve 21st century customer

Orange said this week its aim to “serve the 21st century customer” is being developed with the launch of three new retail formats.

According to head of retail at the network’s UK division Sian Doyle, customer service is at the forefront of the business and by tailoring its offerings to different types of customer it can identify the best ways to serve them.

A statement from Orange officially confirmed the unveiling of a Community Store in Monmouth, Wales, which is intended to be a comfortable place for people to go for a chat about their mobile needs over a coffee.

In September, a Multimedia Store is due to open in Milton Keynes. Here, consumers with more tech-savvy knowledge can enjoy the interactivity of the store and test entertainment as well as products.

There will also be a roll-out of Orange concessions in HMV. The focus, according to the company, will be on games, music, video and mobile devices.

Ms Doyle added that more shops in the UK should cater specifically to their customers’ needs.

“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,” she said.

Meanwhile, last week saw Orange launch its multimillion-pound Bright Top Ups campaign.

The advertisements aim to highlight the one in three chance people have of winning when they add more credit to their phones using the network’s Pay As You Go service.