Our key objectives include further development of our online sales channel as well as the optimisation and modernisation of our sales outlets to align with market and consumer demands. These objectives directly result in greater customer satisfaction and further efficiency gains.
The rapid development of online sales, combined with omnipresent digitisation, influences the expectations and purchase preferences of our customers. As a result, sales outlets are losing their dominance as the main contact channel through which most customers new to Orange make their purchase decisions. On the other hand, most existing customers who want to buy additional services still choose retail outlets. That means we need to invest in the development of our point-of-sale network.
We had a chain of 687 points of sale, including 317 recently modernised (of which 23 were Smart Stores), at the end of 2020. A total of 140 Orange outlets are fully accessible to the disabled.
Our sales strategy is driven mainly by our customers’ evolving purchasing preferences and the shift to digital channels. In order to address this trend, we focused on improving the online customer experience, as well as upgrading the Orange portal and the My Orange mobile application. Our strategic ambition is to make online the first-choice contact channel for customers to search and buy Orange services. In 2020, we introduced a new version of our mobile application, developed in co-operation with our customers. The application was very well received and rated by customers (4.3 iOS, 4.2 Android vs. 3.6 in December 2019). It also allows us to effectively retain, upsell or cross-sell new services.
In 2020 we also developed and launched fully automatic Orange Love sales process, which allowed our customers to place orders for convergent offers without assistance both online and in the mobile app.
2020 was the crucial year for Orange Flex, our innovative app-based offer. Thanks to a 100% digital sales model customers were able to activate their mobile plans directly from home, without visiting a point of sale – particularly significant during the COVID-19 pandemic. During lockdown Orange Flex introduced dedicated offers for distance studies and launched the CSR action to support the Polish education sector. We managed to improve Orange Flex by offering services to small business, as well as a devices shop inside the app. Orange Flex has reached the highest NPS among Orange products.
Customers can also benefit from direct contact with representatives of the Active Sales channel. Orange uses advanced geomarketing tools to target the work of its sales force more effectively, chiefly in support of our urban fibre-network investments. In response to the large increase in fibre infrastructure investments in single-family housing estates and Orange’s participation in the POPC investment programme, Active Sales sells FTTH services on the new infrastructure, working directly with fitters to maximise customer satisfaction (NPS).
