3/22/2010 5:49:00 PM
Orange's retail performance boosted by refit programme
Orange’s major refurbishment programme, which will see 100 Orange stores refitted, has made a 'significant contribution' to the operator's retail performance.
Seventy-four stores have been refitted since Orange launched the programme last July. Another 22 stores will be refitted in this quarter with a final four stores being refitted in Q2, bringing the total to 100 stores. Orange has a total of 369 stores in its retail estate. The programme is part of Orange’s strategy to update its brand and improve in-store customer services.
Alan Howard, head of store format – Orange UK, told Mobile: ‘The new store format we have been rolling out has made a significant contribution to the fantastic retail performance we had in 2009 and we look forward to building on its success in 2010.
He added: 'Creating an enjoyable shopping environment that meets the needs of today's 21st century customers is extremely important to us and we are confident that our new store format enables us to do this.’
The newly refurbished stores have more open floor space, modernised displays and clearer signage. The stores also sport new black exteriors to reinforce brand recognition. New Chip&PIN epay machines have also been installed to allow customers to top up their mobile phones quickly and easily.