Share

Orange SA store 'won't sell junk'

Cape Town - Orange has committed to sell products that are fully supported by manufacture warranty and offer customer support as its physical store prepares to begin trading.

"When you look at all the brands and products that they offer online, it's all the globally leading products," Darin Wolfaardt, sales manager told Fin24.

Some quarters have criticised Orange products as so-called 'grey products' that have no support for consumers. But local officials insist that a physical store is a demonstration of the company's commitment to South African consumers.

"While the store will provide an opportunity for those consumers who do not shop online to purchase the latest tech gadgets and accessories, it will also provide an important point of service for existing Orange customers who have purchased products through the Online Store," Blake Levitan, Orange South Africa country manager told Fin24.

While the store will only officially begin trading in January 2015, Orange is determined to highlight that it will offer devices not typically carried by traditional South African retail channels at lower cost.

Tourist market

The fact that the first store has opened in Cape Town suggests that Orange is targeting a tourist market already familiar with the brand.

The telecoms giant will use its physical stores to reach out to consumers as the company builds its brand in South Africa and Africa.


The LG smart watch is on display at the Orange store. (Duncan Alfreds, Fin24)

Orange has made its intention to disrupt established mobile distribution channels in SA clear and currently offers free Wi-Fi in a partnership with African Eagle Tourism.

"The first retail store, and the stores to follow, will be situated in main metropolitan areas where tourist and traveller foot traffic is high. However, we expect that the average consumer who is interested in the latest technological products will visit the store to view our offering," Levitan said.

During a press tour of the store in Claremont near Cape Town, Orange had both smartphone and accessory devices on display, including Google's Chromebook and an Android smartphone game controller.


This Android smartphone game controller will sell for about R1 030. (Duncan Alfreds, Fin24)

Orange is known for offering dual SIM smartphones on its platform. While these are common in Africa, in SA mobile operators are reluctant to range them as adds a layer of complexity to business modes that rely on consumers being locked into mobile device contracts.

Apple products

The store will also retail iPhones after an agreement was reached with local distributor, the Core Group. While it is unlikely that iPhones will be significantly discounted, the deal should allow Orange to sell Apple accessories at competitive prices.

The store will also form a point of contact for Orange's plans to become an internet service provider (ISP) in South Africa.

Levitan though, said that it was still early days for the physical store but customers had the option of using the online as well as offline platform.

"The store will stock the latest smart devices, gadgets and accessories available from Orange. While the offering may not be as varied as that of the Online Store, the store will certainly stock as wide range of products as possible."

Watch Orange store employee Darin Wolfaardt explain that the physical store will sell quality products.




- Follow Duncan on Twitter

We live in a world where facts and fiction get blurred
Who we choose to trust can have a profound impact on our lives. Join thousands of devoted South Africans who look to News24 to bring them news they can trust every day. As we celebrate 25 years, become a News24 subscriber as we strive to keep you informed, inspired and empowered.
Join News24 today
heading
description
username
Show Comments ()
Rand - Dollar
18.94
-0.2%
Rand - Pound
23.91
-0.1%
Rand - Euro
20.43
+0.2%
Rand - Aus dollar
12.34
+0.1%
Rand - Yen
0.13
-0.2%
Platinum
910.50
+1.5%
Palladium
1,011.50
+1.0%
Gold
2,221.35
+1.2%
Silver
24.87
+0.9%
Brent Crude
86.09
-0.2%
Top 40
68,346
+1.0%
All Share
74,536
+0.8%
Resource 10
57,251
+2.8%
Industrial 25
103,936
+0.6%
Financial 15
16,502
-0.1%
All JSE data delayed by at least 15 minutes Iress logo
Company Snapshot
Editorial feedback and complaints

Contact the public editor with feedback for our journalists, complaints, queries or suggestions about articles on News24.

LEARN MORE
Government tenders

Find public sector tender opportunities in South Africa here.

Government tenders
This portal provides access to information on all tenders made by all public sector organisations in all spheres of government.
Browse tenders