Smart technology for better service and experience

The eye-catcher in the new flagship store is undoubtedly the 2-by-4-metre transparent LED wall. Not only does this add colour to the overall streetscape, but it also serves to reinforce Orange's brand experience. At the same time, Orange is also putting technology to clever use instore.

From the moment you enter the store, you can take a tracking number from a kiosk. This ticketing system is linked to a large digital screen inside the store. While you wait, you can either take a seat in the cosy waiting area or simply go and explore the store for yourself. Take the 'Home-corner', for instance, packed full of fun gimmicks. Or perhaps you’d rather check out the 'Brand Displays' for inspiration on specific brands. Alternatively, use the 'Virtual Shelf' to look up more information on specific products and subscriptions. Sustainability also plays a central role via the ‘re Info Point’, where everything revolves around recycling, repairing and returning. In short: Orange is leaving no touchpoint untapped.

Besides digital communication within the shop, the flagship store in Ghent also has two meeting rooms. “Both meeting rooms are used for a wide variety of purposes,” explains Regine Cosijn, Shop Manager at Orange Ghent. “We use the smaller meeting room not only internally, but also to show customers how to use their smartphones. In addition, our Care Agent regularly holds training sessions there, for which customers can register in advance.”

“The larger meeting room is mainly used for internal meetings. As we hold a huge number of meetings via Teams here, we invested in high-quality technology to make the meetings as efficient and dynamic as possible. The centrepiece is the interactive Samsung Flip, a smart digital whiteboard on which we can take notes, share ideas or sketches, and share presentations with the whole team during a meeting, both in person and virtually.”