Campanie
General Information:
Strategic approach:
| Strategic approach: |
Orange Romania is the leading telecommunications provider in Romania. The company is aiming to consolidate its top position as a telecom provider and also expand towards complementary services. The development of Orange eShop is one of the key business directions, with offers targeting mainly Orange existing customers. Orange eShop has been in the market over a considerable period of time and used to sell mainly products like smartphones and accessories. Recently, the company has undergone a strategic reorientation, pivoting its primary emphasis and focusing also on online subscription services. With the ongoing and projected increase of digitalisation, activities that were previously conducted in physical, offline contexts are undergoing a transformation towards the digital world. Our challenge, therefore, lay in aligning with this dominant trend and transitioning the services that were traditionally provided offline to the online environment. We tackled this challenge by converting a traditionally offline product (subscription sales) to a digital product sold in the online shop. To do this, we had to adapt our approach and use e-commerce techniques to promote subscriptions as if they were regular ecommerce products. Given that the concept of selling subscriptions as online offerings represents a novel approach, an essential element in this transition was the incorporation of a user education component. This component aimed to familiarize users with the idea that they can now conveniently access the services they were previously accustomed to obtaining in a physical, offline setting through online channels. |
Execution:
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