International telecommunications operator, Orange, has opened their first brick-and-mortar retail store in South Africa.
The store, which has opened in Cape Town, is set to support Orange’s online sales initiatives. Orange currently runs an online store for the South African market which offers a range of telecoms products including, smartphones, tablets, and Wi-Fi devices, as well as travel SIM cards.
“The range of products that we’ve got, the way our products are priced and the way that we’re able to deliver them to market in the shortest possible time means that we have to be doing something right,” said Orange South Africa country manager Blake Levitan.
The store will target consumers in South Africa who do not yet feel comfortable shopping online. The physical store also gives customers the option to ‘click and collect’, picking up devices in store which they have bought online.
“We’ve followed a similar approach in store that will naturally plant the seed for the other stores to open and eventually you’ll have a network of stores that customers are able to benefit from,” said Levitan.
The stores will initially offer a limited selection of popular product brands with plans to expand the range over time.
“As we become more local … we continue to improve the amount of products from the existing brands and secondly to start adding more local brands which we currently don’t have on the website,” said Levitan.
They are particularly looking into becoming an iPhone retailer. In South Africa the Core Group currently has the distribution agreement with Apple for all sales of iPhones.
“We’ve had a really large demand with people saying: ‘When are you getting the iPhone 6; iPhone 6 Plus?’ It’s something we’re keen to offer to our customer base,” said Levitan.