Broadband provider Orange is hoping that an image revamp will help the firm steer away from its reputation as being a mobile phone retailer.

The firm has said that it will give 50 of its stores a makeover, moving towards a more "commercially minded" model.

If the new look proves to be a success, Orange plans to recreate the image in all of its outlets across the country. The company states that it will carry out consumer surveys to gauge the shops' attractiveness first.

Head of retail at the firm, Sian Doyle, said: "The whole purpose is to trial this now before we land it everywhere. We want to get the niggles out and make sure it's working."

She added that the interior of the stores would feature a live laptop equipped with home broadband to highlight that Orange had changed from being a mobile phone provider to a communications retailer.

The need for an image revamp may have been added to recently, when a recent study by Point Topic found that more than 40 per cent of its broadband customers said they were fairly or very likely to change their provider soon.


Friday, 11th May 2007

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