Malherbe Design

Orange

Orange redesigns its store concept

Very Big Orange Stores

Genuine models for a new type of store with over 400 square metres of space, two thirds of which are dedicated to services and new uses and the remaining third to sales. The Very Big Orange Stores in Lille and Lyon are essentially focused on uses (music, sport, games, cinema), demonstrations, service and customer relations.

WITH THE NEW CONCEPT OF VERY BIG STORES, ORANGE IS ANNOUNCING AN AVERAGE INCREASE IN FREQUENCY OF

40% FOR ONE CATCHMENT AREA

At the end of 2010, Orange opened Europe’s two largest stores for telecoms operators with over 400 square metres dedicated to customer service and customer experiences. This Very Big Store concept complements the existing local stores in the Orange network and provides each city with an exhaustive supply of expertise from products to services, innovative content and uses.

Orange embraces 3D

The brand’s orange square becomes a suspended light sculpture. 3 metres each side, 10,000 LEDs, 650kg.

SERVICES. A forum for information and experience, these stores are larger, have more staff and a broader range of products with particular attention paid to customer service and user support (over 40% of the store is dedicated to customer service). The store has 4 poles based around television, music, sports and gaming. For each pole, Orange presents product demonstrations, services and accessible content.

A TRANSPARENT CUSTOMER JOURNEY – fun and flowing: every customer moves around the store however they like, following their desires and according to their needs. The customer experience is like an interactive relationship essential to start the buying process. Products are presented for customers to touch and are on-line and plugged in to be tested, compared and understood.

A FEW FIGURES 86% of customers say that it is a store in which they like testing and discovering products. 78% of customers think that Orange makes technology simpler to understand. More than 93% of customers are satisfied by the store and their visit to it. Customer satisfaction exceeds the national average by 10 points.

ADAPTING TO THE TYPOLOGY OF EACH PLACE Enhancing the architecture through a daring project that gives meaning to Orange’s vision. Positioning Orange as a citizen company through sustainable choices.

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