Orange taps affinity, online, and call center data to enhance product discovery experience

Top European telecommunication company enhances product discovery experience, resulting in a 118% increase in revenue per user
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118%
uplift in average revenue per user from re-ordering the mobile device category page based on users’ price range affinity
32%
increase in purchases for users who converted via site or call center after personalizing SEM landing pages for anonymous site visitors
136%
lift in click-through-rate after improving the layout to better promote the different product bundles available

Introduction

Providing mobile services to more than 12 million retail and commercial customers in Spain, Orange is one of the largest telecommunications companies in the world. Founded in 2006, the company’s strategy is based on innovation and development. This focus led to the organization’s expansion into additional business sectors – primarily internet and television – and its desire to offer the best services and savings to its customers. Already a well-known player in the mobile services industry, Orange sought to secure a position as a leader among all telecommunications businesses globally. To successfully do so, their team turned to Dynamic Yield, using the personalization platform to help their customers discover the various products available to them, no matter the channel they visited or converted on. Using visitors’ online data to personalize its offline channel, Orange was able to tailor experiences based on site visitors’ contextual information, resulting in a 118% uplift in average revenue per user, a 32% increase in overall lead generation for both online and offline shoppers, and a 136% lift in click-through-rate from its desktop users.
Orange logo
“Dynamic Yield has allowed us to explore and test different ways to best present our product offerings to our users. Most importantly, since call-centers play a big role in our industry – we were able to connect our online experience with our call centers providing customers a seamless experience.”
Susana Andújar, eCommerce Director, Orange

The Challenge

Channel fluidity is common among Orange shoppers, who often browse in one environment but convert in another. Revenue is attributed to sales conducted across the various channels, particularly call centers, the eCommerce site, and brick-and-mortar shops. As a result, the team at Orange wanted to ensure it provided a consistent experience across channels and knew it was imperative to bridge the gap between offline and online data to effectively do so. They realized this required a solution that would allow them to understand customers’ behavior at each touchpoint. The mobile network operator needed technology that would allow them to:

  • Sync customer behavioral data from all channels, including online and offline, to gain a 360-degree view of the customer
  • Deploy experiences based on contextual data, such as phone type, weather, time of day, location, and more
  • Provide a seamless experience across all customer touchpoints

Execution

Re-order the category page based on the user’s device preferences
Orange wanted to help facilitate the shopping experience for users visiting the mobile device category page by reordering it based on their preferences. Looking through its shoppers’ purchase history, the organization identified that when buying a new phone, most users tend to select a mobile device at a similar price point to their previous or existing phone. With this in mind, Orange decided to re-order the page for identified users based on two different price tiers: high-end smartphones above 400 euros and medium-to-low end smartphones below 400 euros. After implementing this change, Orange witnessed a 118% lift in revenue per user for its higher end shoppers and a 113% increase in revenue per user for its more budget-focused shoppers.
Re-order category page based on users’ price range affinities
Personalizing SEM landing pages for anonymous users
Orange noticed that users who arrived on their site for the first time were often overwhelmed by the various offers presented to them, impeding the discovery experience. To remedy this, the organization hypothesized that they should present the most relevant offer to anonymous users based on their contextual data – phone type, time of the day, location, and more. Orange optimized the main banner on their page of entry, displaying only one banner vs. a slider with various promotions. Additionally, because its customers convert both online and via call centers, the mobile service retailer needed to connect online and offline experiences and began sending site visitors’ onsite behavioral data to telephone operators in real-time. Doing so allows call center representatives to identify the site promotion that was responsible for a customer’s outreach via phone. This banner optimization alone resulted in a 32% lift in conversion rate for users who saw the SEM landing page and ended up converting either online or over the phone.
Increase customer engagement by easily displaying the product bundles offered onsite
With the goal of increasing its internet and cable subscriptions, Orange wanted to nudge more customers to purchase their product bundles. Not only would this catalyze longer-term customer loyalty, but it would also generate savings for shoppers, as purchasing all telecommunication services through Orange comes at a discounted rate. To facilitate the product discovery experience and increase customer engagement, the team decided to test different page layouts to optimize how its product bundles were being presented on the site. The team made tweaks to the UI to clarify what each package included and added a slider on product listing pages, making it easier for users to browse through the various available options. After rolling out the new and improved page layout, the company saw a 136% uplift in CTR amongst its desktop customers and a 115% lift in CTR for its mobile shoppers.
Control
Category page with new displayed product bundles and slider

The Key Takeaway

Understanding consumer behavior has become an integral part of Orange’s ability to provide more engaging experiences. Using affinity data to better personalize the eCommerce discovery process and merging this data – as well as all user behavior data – with offline data has helped the mobile giant better connect with its consumers, who often engage across touchpoints and channels prior to converting. After implementing Dynamic Yield’s personalization solution, the team was able to better present its products online and via call centers, as well as amplify its presence in the telecommunications industry, resulting in a 118% increase in average revenue per user, a 32% lift in overall lead generation, and a 136% uplift in click-through-rate.

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