Orange Luxembourg’s prior website, built on an alternative CMS, was not designed for e-commerce. Rather than tacking on e-commerce functionality within the existing CMS, which would have proven too challenging, the company opted to overhaul the website entirely. In addition to offering product purchase capabilities, Mr Touzet and his team wanted the new website to showcase an updated user experience.
“We selected Adobe Commerce because we wanted a solid platform with great performance,” Mr Touzet says. “The Adobe ecosystem, with a large number of certified developers, gives us important flexibility that was key to our decision.”
The customisation abilities the solution offers, including availability of a broad array of third-party extensions, were critical to building the overall experience that Orange Luxembourg wanted to provide. One extension, for example, allows the company to implement its in-store pickup programme with customised settings, depending on the contents of a customer’s basket.
Orange Luxembourg’s new e-commerce platform integrates with its Business Support System (BSS) for completely automated e-commerce workflows. Using APIs, orders are passed to the BSS, which is in turn connected to the company’s ERP and logistics partner for fulfillment.
The company also makes use of the Inventory Management feature, which can help to determine the closest location to fulfill an order. For a hot new phone in high demand, Orange Luxembourg can also use the feature to set up stock availability thresholds. This makes it possible to prevent a single shopper from buying out all the inventory, enabling more customers to purchase the item and protecting overall customer satisfaction.