Around 300 independent retail outlets, including most of Orange’s federated dealers, have signed up to the Sellfone system to record and process sales. The new agreement enables them to connect consumers to Orange using the system, and for the first time gives the dealer channel an integrated connection engine and automated credit-checking system similar to that of high street multiples such as the Carphone Warehouse.
Orange head of indirect sales Steve Heald said: “We are accused of dumping the dealer channel for consumer connections. This should go some way to show we’re not.
"We’ve invested time and money in this project. We’re trying to support the channel with things they want and understand.”
A pilot scheme rolled out to Go Mobile stores in August, following months of integration work by Orange’s IT team. The service is now being rolled out to the wider dealer channel, including leading dealership chains Jag, Intek and Get Connected.
Heald stressed Orange would not scrap its existing online customer connection system, Enable. “This is an optional extra,” he said.
Sellfone is only for consumer connections. B2B sales should still be processed through Enable or Orange’s call centre, he added.
Shebang managing director Iain Humphrey said: “This clearly demonstrates Orange’s commitment to quality.”