Orange online shop
Julien Ducarroz
CCO B2C
June 30, 2009

Orange global strategy online
position Orange as a referrence digital player
Orange at the crossroads of the online modes
- media content & advertising
- e-shop, e-care and support
- portal and services

online sales in the global strategy
increasing no. of customers who want to
shop online
opportunities
- huge customer base
- customers’ lifetime is measured in years
- deep understanding of customers’ needs
challenge the way we do business to be
more competitive

Orange ambition until 2012
Orange-France Telecom Group aspirational target is to
reach 20% of primary commercial acts by 2012
Romania, important contributor to achive the objective
- first 6 month : +600% commercial acts vs. H1 2008
- over 500,000 unique visitors per month
- over 1.1 million visits per month
- Orange rank site 7

getting business from solving customers’ demands
project: launch the new online shop with an innovative
approach, the first of this kind on the local market
resources: customer intelligence
release a collective programmed consultancy project in 3 stages
- pre-testing by specialists - June 4
- free feedback channel for customers – June 10-22
- event to award the winners and wrap up conclusions

facts & figures about feedback
we have received
- 593 articles – 83 proposed to the jury
- of which 231 reports of bugs
- of which 362 new ideas
- 546 comments on the articles submitted
- on average 2 posts per user
quality of feedback
- positive perception
- only 80 posts rejected (offtopic)

examples of customer interaction online
the most commented article – 23 comments
“In pagina telefoanelor sesizam absenta unei sectiuni prin
care sa putem vota cel mai bun telefon. La sfarsitul unei
perioade de timp sa se afiseze cel mai votat telefon, care
sa primeasca cea mai buna oferta de vanzare la un pret
rezonabil, alaturi de o reducere [...]”

examples of customer interaction online
the most original comment
“Inainte de toate, designul este genial, firesc, suprinzator, cabalic,
in acelasi timp. Designul - opera anonimului beat de metafizica
abandonata a timpului in care ne balansam printre lucruri
marunte […] Orange - comunicarea ca si viata nu au limite. Imi
permit sa imi imaginez ca in partea de sus a site-ului ar fi mers si
cateva webcam fixate unde vreti voi, poate in New York, Rio,
Amazonia, Poli, Hong Kong, in aer, sub pamant, Himalaya,
oriunde. Orange este oriunde. De aceea cateodata ma simt
Orange si ma inchin Cuvantului.”
25 implemented during the first 5 days
the most complete argument

thank you