French telecom group Orange launched its first smart shop in the Romanian city of Cluj-Napoca, on Thursday, March 19. This was the second international premiere that Orange launched in Romania this year, after the Orange TV stick.

The opening of the digital store came just days after Orange CEO Stephane Richard announced the strategy to boost earnings over the next five years, dubbed “Essentials 2020”, which includes EUR 15 billion investments in developing the group’s networks.

“Our strategy for the next five years, Essentials 2020, is centered on the client and the wish to connect him with everything that’s essential to him, through an incomparable experience. We will continue the same steady pace, and we plan to invest almost half a billion euros by the end of 2018,” said Jean-François Fallacher, CEO Orange Romania.

“The new smart shop concept is an example that illustrates this strategy. We offer our clients an innovative space and a complete digital journey to discover the advantages that technology can bring in their day to day lives,” he added.

The concept store opened in Cluj-Napoca is fully digital. Clients who walk into the new store get a queue number via SMS, see the company’s offers displayed on a video wall as well as on the displayed smartphones and tablets, and sign electronic contracts. A digital table allows customers to configure their subscriptions, based on their needs.

Orange also promises faster service for clients and entertainment options, such as playing video games on Playstation and watching Orange TV, for clients who have to wait to be served.

Some 1,200 clients enter the Orange shop in Cluj-Napoca every day. The new concept store opens on Friday, March 20.

Orange is the largest mobile carrier in Romania by revenues. Last year, the company had 10.5 million clients and EUR 909 million revenues.

Andrei Chirileasa, andrei@romania-insider.com