Orange
Delivering best practice asset
performance through exceptional store delivery
Orange UK, part of France Telecom Group, outlined
a new customer service strategy to include new stores, customer
centres and a new online virtual shop, as it was trailing other
mobile phone/telco retailers by at least 100-200 stores. Therefore,
an ambitious store acquisitions programme and re-branding objective
was launched in 2007 complimented by a back-of-house upgrade
programme. The goal being to grow the business income, through
delivering the stores as quickly and cost effectively as possible,
without growing the Orange organisation.
Creating solutions
We were brought on board to deliver the 2007-2009
programme and to act as a member of the Orange ‘extended team’.
"Using EC Harris Retail roll-out best practice,
we created a ‘one stop shop’ Programme Delivery Model, designed for
the high volume small format rollout with aggressive turnaround
times."
The Programme team worked closely with the client
to manage the ‘end-to-end’ store delivery through survey, retail
formatting, procurement/supplier management (applying an innovative
category management approach). Furthermore, project management,
cost management and web-enabled communication tools, including
benchmarking, project profiling and document management, were
applied.
Adding value
The following results have been achieved to
date:
- Delivery of the new and re-fitted stores has
enabled Orange to achieve record sales despite the economic
challenges in the market, which means that the investment plan is
on course for 2008 and 2009 so that Orange can extend its existing
retail base to 400 stores, all re-branded in the new format.
- By the end of 2008, over 100 refits and over 30
new stores will be delivered with £3 million cost savings versus
comparisons with the previous re-brand programme in 2005, whilst
maintaining an average of 6 to 8 stores per week.
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'Orange' article