The Group opens its first Smart Store in Romania

Orange has selected Romania as the location to open its first Smart Store: a revolutionary shop concept whose hallmark is the omnipresence of more personalized digital and telecommunications services than ever to guarantee an unparalleled experience for all its customers.
The shop is in the city of Cluj Napoca on 21st December 1989 boulevard. It has been completely renovated and it reopened its doors to its customers on March 20 of this year.

Why Romania?

Orange’s Romanian subsidiary has a long tradition of innovation and openness to technologies that are still experimental. Romania has been the site of a large number of pre-premiere launches: EDGE, HD Voice technology, and very recently, the new TV Passpoint key.

As announced at the launch of the new Essentials2020 Group strategic plan on March 17, several key areas will be developed to offer Orange customers an unrivaled experience. In Romania, half a billion euros will be invested for this purpose by the end of 2018. The new Smart Store concept is a clear move in this direction. Its purpose is to invite customers on a real in-shop digital journey to discover all that technology can bring to their day-to-day lives.

A new design, inspired by everyday life

The shop is now larger and provides a warmer welcome to customers. Everything has been designed to be interactive and to encourage visitors to discover the four main areas of everyday life that have been cleverly scripted here: Home, Work, Fun and Well-Being. Throughout their journey, customers have the opportunity to freely test around 600 products, including accessories, mobile handsets and gadgets.

The Smart Store is a completely digitized experience that has been designed to reduce waiting times and offer a personalized approach to customer questions. A quick care center is in place to diagnose device breakdowns and repair them right away, if possible. For more complicated repairs, customers can play PlayStation and test accessories or devices while they wait. Paper has been virtually eliminated: all orders, contracts, and upgrades are signed electronically.

Residential customers can configure their subscriptions on the spot by choosing the options and services that suit them. A space with specialized consultants is reserved for corporate customers. Of course, staffing has been increased, with 20 full-time employees now instead of 13.

Approximately 1,200 customers per day are now expected for a completely new and unmatched experience through the gates of this shop like no other.

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