{"id":80287,"date":"2023-06-26T13:24:21","date_gmt":"2023-06-26T11:24:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=80287"},"modified":"2023-06-26T13:31:47","modified_gmt":"2023-06-26T11:31:47","slug":"la-nouvelle-boutique-phare-dorange-met-davantage-laccent-sur-les-services","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/electro\/la-nouvelle-boutique-phare-dorange-met-davantage-laccent-sur-les-services\/","title":{"rendered":"La nouvelle boutique phare d&rsquo;Orange met davantage l&rsquo;accent sur les services"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"661\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80283\" data-id=\"80283\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1-1024x661.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1-1024x661.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1-300x194.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1-768x496.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1-618x400.jpg 618w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-1.jpg 1443w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80275\" data-id=\"80275\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-8.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-8.jpeg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-8-300x200.jpeg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-8-768x512.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-8-185x122.jpeg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80271\" data-id=\"80271\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-14.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-14.jpeg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-14-300x200.jpeg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-14-768x512.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-14-185x122.jpeg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"674\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80279\" data-id=\"80279\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3-1024x674.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3-1024x674.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3-768x506.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-3.jpg 1428w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"672\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80277\" data-id=\"80277\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4-1024x672.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4-1024x672.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4-768x504.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-4.jpg 1437w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80273\" data-id=\"80273\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-13.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-13.jpeg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-13-300x200.jpeg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-13-768x512.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Future-Shop-Orange-13-185x122.jpeg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"689\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-80281\" data-id=\"80281\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-2-1024x689.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-2-1024x689.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-2-300x202.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-2-768x516.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/06\/Orange-Future-Shop-2.jpg 1401w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>La boutique phare d&rsquo;<strong>Orange<\/strong>, situ\u00e9e sur l&rsquo;avenue Louise \u00e0 Bruxelles, s&rsquo;est m\u00e9tamorphos\u00e9e. Enti\u00e8rement remodel\u00e9e, elle incarne la strat\u00e9gie durable de la marque, qui n&rsquo;est plus un challenger sur le march\u00e9 des t\u00e9l\u00e9communications, mais un leader.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Solutions haut d\u00e9bit<\/h2>\n\n\n\n<p>Apr\u00e8s l&rsquo;acquisition de VOO dans le sud du pays et l&rsquo;accord avec Telenet dans le nord pour utiliser leurs r\u00e9seaux de fibre optique \u00e0 haut d\u00e9bit respectifs, le positionnement d&rsquo;Orange en Belgique n\u00e9cessitait une mise \u00e0 jour en profondeur : \u00ab&nbsp;Nous ne sommes plus un challenger ici&nbsp;\u00bb, d\u00e9clare Christophe Dujardin, qui dirige la division grand public de l&rsquo;entreprise de t\u00e9l\u00e9communications. La nouvelle strat\u00e9gie \u00ab&nbsp;Lead the Future&nbsp;\u00bb implique qu&rsquo;Orange veut devenir un leader de l&rsquo;internet gigabit ultra-rapide, garantir un excellent service \u00e0 la client\u00e8le et assumer sa responsabilit\u00e9 sociale.<\/p>\n\n\n\n<p>La nouvelle boutique phare de Bruxelles refl\u00e8te cette strat\u00e9gie. Par exemple, les clients du \u00ab&nbsp;Future Shop&nbsp;\u00bb peuvent v\u00e9rifier en direct \u00e0 quelle vitesse ils pourront surfer chez eux &#8211; et ce, tant pour la connexion fixe que pour le r\u00e9seau mobile 5G. \u00ab&nbsp;Dans la boutique, nous r\u00e9servons plus d&rsquo;espace \u00e0 nos solutions haut d\u00e9bit pour la famille, \u00e0 l&rsquo;exp\u00e9rience domestique, avec notre offre TV d&rsquo;Orange, notre nouveau d\u00e9codeur, nos r\u00e9p\u00e9teurs Wi-Fi&#8230;&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focus sur les services<\/h2>\n\n\n\n<p>La boutique met davantage l&rsquo;accent sur les services. Les clients peuvent s&rsquo;y rendre pour le transfert de donn\u00e9es entre smartphones, par exemple. \u00ab&nbsp;C&rsquo;est un sujet extr\u00eamement important dans les magasins, mais beaucoup d&rsquo;op\u00e9rateurs ont tendance \u00e0 le repousser vers le num\u00e9rique. Nos conseillers client\u00e8le prennent le temps de s&rsquo;en occuper. Pour les clients qui ont des questions administratives &#8211; sur la facturation, par exemple &#8211; il y a des tablettes qu&rsquo;ils peuvent utiliser pour contacter gratuitement le service client\u00e8le afin d&rsquo;obtenir des r\u00e9ponses \u00e0 toutes leurs questions administratives.&nbsp;\u00bb Au premier \u00e9tage, un espace professionnel permet aux clients professionnels de prendre rendez-vous avec des experts.<\/p>\n\n\n\n<p>La boutique phare illustre \u00e9galement les ambitions d&rsquo;Orange en mati\u00e8re de d\u00e9veloppement durable, explique Mireille Vetters, directrice commerciale. \u00ab&nbsp;Nous voulons \u00eatre nets z\u00e9ro d&rsquo;ici 2040. Nous voulons rendre cette ambition tangible dans notre r\u00e9seau de distribution. Dans la boutique, vous voyez donc beaucoup d&rsquo;initiatives autour de notre programme RE : nous demandons aux clients de nous remettre leurs anciens smartphones. Nous r\u00e9parons ensuite les appareils et les revendons ou les recyclons. D\u00e9j\u00e0 8 % de nos ventes totales sont remises \u00e0 neuf. Nos clients sont sensibles \u00e0 la baisse des prix. Quand on sait qu&rsquo;un milliard et demi de smartphones sont produits chaque ann\u00e9e au niveau mondial, le potentiel est \u00e9norme.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exp\u00e9rience digitale<\/h2>\n\n\n\n<p>Pour chaque t\u00e9l\u00e9phone portable rapport\u00e9, Orange reverse deux euros \u00e0 Natuurpunt. \u00c0 Bruxelles, l&rsquo;op\u00e9rateur t\u00e9l\u00e9com collabore avec R-Use Fabrik, un atelier qui recycle les textiles pour en faire des sacs et d&rsquo;autres produits. \u00ab&nbsp;Les v\u00eatements de nos conseillers client\u00e8le sont recycl\u00e9s et utilis\u00e9s pour fabriquer des sacs r\u00e9utilisables. Nous exposons ces produits dans notre magasin. Nous \u00e9loignons \u00e9galement le papier de la boutique, nous misons sur les points d&rsquo;information num\u00e9riques et nous envoyons notre devis \u00e0 votre adresse \u00e9lectronique.&nbsp;\u00bb<\/p>\n\n\n\n<p>Quelle est l&rsquo;importance des boutiques physiques pour Orange ? \u00ab&nbsp;Nous aspirons au leadership sur le march\u00e9 belge, et cela doit \u00e9galement se manifester par une exp\u00e9rience client \u2018phygitale\u2019&nbsp;\u00bb, explique M. Dujardin. \u00ab&nbsp;La compl\u00e9mentarit\u00e9 entre le physique et le num\u00e9rique s&rsquo;accro\u00eet. Les gens consultent d&rsquo;abord le site web et viennent ensuite au magasin pour poser des questions suppl\u00e9mentaires. Nous voulons \u00e9galement rendre notre marque visible sur le march\u00e9. Ici, sur l&rsquo;avenue Louise, nous sommes proches de magasins au positionnement similaire, comme Apple.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00catre agile<\/h2>\n\n\n\n<p>Orange compte actuellement 103 boutiques en Belgique. Ce r\u00e9seau est en constante \u00e9volution : \u00ab&nbsp;L&rsquo;ann\u00e9e prochaine, nous en aurons peut-\u00eatre 85, ou 110. Il faut \u00eatre agile : parfois on ferme une boutique, on en ouvre une ailleurs, on d\u00e9m\u00e9nage&#8230;. On voit que le poids des centres commerciaux augmente un peu par rapport aux magasins de ville. Covid a laiss\u00e9 sa marque. En Belgique, notre couverture est peut-\u00eatre encore un peu trop large, mais relativement optimale. En Flandre, il y a encore des opportunit\u00e9s d&rsquo;ouvrir des magasins. Apr\u00e8s l&rsquo;acquisition de VOO, nous devrons voir comment nos marques \u00e9volueront.&nbsp;\u00bb<\/p>\n\n\n\n<p>Des \u00e9l\u00e9ments du nouveau flagship store seront-ils repris dans d&rsquo;autres magasins ? \u00ab\u00a0C&rsquo;est l&rsquo;intention, certainement dans les magasins phares des grandes villes, comme Anvers, Li\u00e8ge, Charleroi ou Gand. Certains services sont d\u00e9j\u00e0 pleinement d\u00e9ploy\u00e9s : nous avons d\u00e9j\u00e0 mis en place le coin s\u00e9par\u00e9 avec des tablettes pour contacter le service client\u00e8le dans dix magasins. Les clients en sont tr\u00e8s satisfaits.\u00a0\u00bb<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Orange Future Shop \u2013 een nieuwe shoppingervaring\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Pyk4hf3id5s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>La boutique phare d&rsquo;Orange, situ\u00e9e sur l&rsquo;avenue Louise \u00e0 Bruxelles, s&rsquo;est m\u00e9tamorphos\u00e9e. Enti\u00e8rement remodel\u00e9e, elle incarne la strat\u00e9gie durable de la marque, qui n&rsquo;est plus un challenger sur le march\u00e9 des t\u00e9l\u00e9communications, mais un leader. <\/p>\n","protected":false},"author":3,"featured_media":80283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[23],"tags":[],"people":[],"extra":[],"company":[1034],"topic":[340],"region":[],"class_list":["post-80287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-electro","company-orange","topic-concept-de-magasin"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La nouvelle boutique phare d&#039;Orange met davantage l&#039;accent sur les services 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