6/3/2009 12:32:00 PM
Orange takes fight online and cuts sales process to five minutes
Orange has begun overhauling its online store in the first of three phases of improvements.
The move is part of the operator’s plans for online to account for 20% of its primary commercial activity by 2010.
Orange cut the time it takes to buy a contract phone from 18 minutes to five minutes, last week.
Online sales are becoming increasingly mainstream, and Orange wants to be ?ahead of its rivals with development of its online store to be the biggest ?seller of phones on the web.
The second phase will be changing the broadband section of its online store in July, and then prepay in the run-up to Christmas.
A new ecommerce platform has enabled Orange to make the changes.
Orange UK online sales director Keith Reville said: ‘I truly believe it will be the best online buying experience you can get.’
The operator is also looking to emulate O2 and Vodafone by allowing customers to manage their phone bills online.
Frustrations with the number of steps in the sales process have been cited by many as the reason why customers often don’t buy online.
Mobile retailers have been attempting to analyse shopper patterns, where they browse online and then buy in store or from a call centre, or where they browse in stores and later buy online or from a call centre.
Reville said the network will promote the move once the whole platform ‘is stable’, and added: ‘Our online strategy is to make the customer experience as good as possible.’
In March, Orange began its online assault by targeting high-end customers through a new ‘boutique area’.