Answering the call for an online sales channel

When Pierre Touzet joined Orange Luxembourg in February 2020 as its first e-commerce and digital customer experience manager, he knew getting the company’s e-commerce platform off the ground was a priority. But he couldn’t fully anticipate just how critical it would become to the company’s business.

Like companies worldwide, Orange Luxembourg, a leading telecommunications firm in Luxembourg that currently has 11 retail shops across the country, soon found operations affected by the emerging COVID-19 pandemic. Physical distancing practices and lockdown policies were quickly adding to the urgency of activating online sales capabilities.

With expectations high, Mr Touzet built a team and launched Orange Luxembourg’s inaugural e-commerce site in short order using Adobe Commerce, part of Adobe Experience Cloud. The platform has proven instrumental in driving sales in an era when consumers have increasingly come to expect digital and omnichannel experiences, including buying online and picking up in-store.

“Our vision is to be the number one digital mobile operator in Luxembourg,” says Mr Touzet. “We want to do that through simple and competitive offers, a good user experience and the best digital ecosystem. Key to that is providing clear, easy purchasing experiences with our new website, built on Adobe Commerce.”

Lighting up omnichannel shopping journeys

Even for customers who prefer to buy in a shop, visiting the website is an important step for reviewing all the pre-purchase information that might interest them. Mr Touzet’s team also integrated a click-to-call service on the website, making it possible for customers to receive a call back from Orange Luxembourg’s telesemes team. Telesales staff use the platform to manage orders and answer customer questions.

The company recognises that its products and services can be technically complex. For example, mobile phones can be purchased with or without voice plans and data plans or configured with different types of SIM cards. Orange Luxembourg’s store and telesales staff are trained to explain everything to customers. Mr Touzet’s team needed to make sure the website could also address shoppers’ questions without complicating their journeys.

“We see digital and physical retail as one experience, not two separate universes,” says Mr Touzet. “However, we recognise that it’s imperative to make online information available to shoppers in a streamlined, intuitive fashion, which our new website accomplishes.”

Adobe Commerce helps Orange Luxembourg meet the challenge of offering shoppers combinations of products and services in easy-to-navigate journeys. While shoppers can choose mobile phone products or subscription plans, the website guides customers to consider packages that bundle both phones and plans with different combinations of features. Recommendations can suggest alternative options and add-ons based on a shopper’s behaviour, popular trends or product similarity.

Future-proofing experiences with cloud-based solution

Orange Luxembourg’s small team benefits from the cloud-based Commerce platform that is always up to date with the latest software functionality and security. High scalability and performance support business growth, including traffic surges during seasonal peaks and new product introductions.

“We can rely on Adobe Commerce. Thanks to the platform’s availability as a cloud service, we spend less time worrying about technology infrastructure and can focus on other priorities to drive business results,” says Mr Touzet.

The product catalogue is simple for Orange Luxembourg to manage and update with new items, services and ever-changing promotions. The team can blend localised content within the product catalogue, for example, highlighting mobile packages adapted for Luxembourg. This is important in a market where a significant portion of the population is made of foreign nationals and workers who frequently cross the border to Germany, France, Belgium and other countries in Europe.

The new website also creates efficiencies by delivering better-qualified leads to store and telesales staff. Shoppers interacting with staff have often already educated themselves, helping accelerate transactions and enabling staff to be more productive.

Connections that improve customer experiences

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.

A foundation for growth

Mr Touzet can see that the new website, available in French and English, is making an impact. Deployment of the new website resolved technical issues related to search engine optimisation (SEO) that the company had with its legacy site. Since launching the new platform, Orange Luxembourg has seen a 5 percentage point (pp) increase in traffic from organic search activity and visits using mobile devices are up 6pp and growing.

“E-commerce purchases are now a significant share of our sales,” Mr Touzet says. “Adobe Commerce enabled us to create a best-in-class digital customer experience that we are proud of. It is the foundation of our online business.”

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