France Heringer-Jallot
Senior VP Quality, Customer Experience and Sales, Orange CXMB
87% of Orange customers go online before making a purchase.
To increase the attractiveness of its websites cost-effectively and double the share of e-commerce in the Group's sales within three years, Orange launched a digital traffic acquisition optimization plan across 7 European countries and Egypt. Sofrecom is supporting the execution of this strategic initiative.
A highly competitive digital environment
In 2016, digital advertising investments in France surpassed TV ad spending. For all e-commerce players, the battle for visibility now takes place online — and at increasing costs. To help 8 Orange countries attract, convert, and retain more online customers while optimizing traffic acquisition budgets, Sofrecom proposed a strong methodology combining in-depth internal diagnostics and external benchmarking.
A detailed international diagnosis
For four months, three consultants collected a large amount of data across the 8 countries using a comprehensive, structured assessment framework. They also analyzed the practices of companies like Verizon, Procter & Gamble, and L'Oréal. Based on this rich dataset — covering all aspects of digital acquisition (technical, business, skills, organization…) — they identified six key areas of improvement for Orange:
- Simplify and streamline digital customer journeys through design and SEO.
- Implement tracking, measurement, and evaluation tools to optimize user-to-buyer conversion and reduce costs.
- Expand team training on digital traffic optimization.
- Establish governance that supports a cross-functional and consistent approach.
- Collect customer data and use it to continuously improve their journey.
- Leverage Orange’s size and multi-country presence to form acquisition partnerships with device vendors, Google, and Facebook.
Sofrecom’s work provided us with a highly detailed, factual, and professional view of our current practices and the gaps to address. We appreciated their deep expertise on a complex subject, combined with a pragmatic field approach. They engaged the right stakeholders, gathered key insights, and delivered very actionable recommendations.
Feedback from country General Managers and commercial directors — always looking for concrete, fast-actionable solutions — has been excellent.
Next steps: co-building country-specific action plans and a group-wide roadmap focused on cross-functional themes such as partnerships and upskilling.
