Orange rejigs its UK strategy

Orange has unveiled new plans for its UK business involving retail expansion, a new on-line transactional offer and customer service strategy.

Under the plans, Orange will increase its number of retail outlets by 60, says a spokesman, rolling out a new retail format designed by Orange’s in-house team in partnership with Quinnine. ‘A black exterior will ensure instant brand recognition,’ says a spokesman.

A spokesman for the mobile giant says that the expansion could include further in-store development, once Orange’s retail estate has identified suitable sites.

The retail plans will be complemented by the formation of a new on-line virtual shop.

It is expected that a digital design group will be appointed to work on the project.

The new customer service strategy will introduce instant messaging and Web self-serve systems as more convenient ways for customers to contact Orange.

The plans have been prompted by Orange chief executive Tom Alexander, who has been revising business strategy and operations since taking the helm last year.

‘Orange has been focusing on the same customer since starting out 14 years ago,’ explains a spokesman.

‘Since then there’s been a lot of change – our customer has changed – and it’s become clear that we need to improve, grow and evolve the business refocusing on structure and strategy,’ he adds.

The mobile giant says it will unveil a new marketing campaign next month, although it declines to give further details at this stage.

Orange confirms it is still working with consultancies including Poke and advertising agencies Mother and Fallon, says the spokesman. However, they are not involved in the latest plans.