Orange launches 'digital playground' store

Orange launches 'digital playground' store

Orange is launching a ‘digital playground’ in the heart of Milton Keynes today offering an exclusive one-day deal on the Motorola Dext.

Customers at the new hands-on Orange Multimedia Store will get to try out the latest mobile, broadband and digital offerings, watch educational workshops on a giant 7-inch screen and get advice from in-house experts.

If the store is a hit with Milton Keynes shoppers, similar stores could be rolled out by Orange across the UK.

As part of the launch, the Milton Keynes store will also offer the Motorola Dext for exclusive sale, one day before its international launch.

The Orange store will also run interactive events such as a giant virtual Mexican Wave which will be made up of customers filmed in store via mobile devices. Customers will also be able to watch film previews, book launches and product demonstrations in the cinema's seated area.

Sian Doyle, Orange retail director, told Mobile:It will be very edgy and have a very different feel to our high street stores. It will be staffed by a fully trained team, with a wider understanding of computers, TV and applications. The idea is to take away the mystique of technology, to show customers how to use different devices, how to unlock the technology and make it easy for customers to adopt new devices. It is a very experiential store'

Doyle said the store could be replicated across the Orange store portfolio. She commented: ‘We’ve not ruled out whether to do more of these concept stores; the key thing is to learn about the displays and what works for customers and then replicate that later across the whole Orange store portfolio - move the learning into the existing estate.’

Doyle said Milton Keynes young demographic and an estimated potential 297,000 mobile users in the city had been key to Orange’s decision to launch its first UK Multimedia Store in the city.

Cherry Peters, manager of the new store, said the store will help customers keep up with the ‘staggering’ advances in digital media. ‘The need to keep up has never been greater, which is why Orange has created a fun and entertaining centre for all to enjoy whether you’re a tech savvy teen or less aware of what your digital devices can offer to make your life easier.'

Written by Mobile Today
Mobile Today

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