France Telecom rebranded its Wanadoo broadband service last month, and is planning to make it a focal point in Orange's 300 stores as it seeks to increase its share of the broadband market.
Although the stores previously carried point-of-sale material and CDs promoting Wanadoo, it will be the first time Orange has made broadband an integral part of its retail offering.
France Telecom decided to adopt the Orange brand name, which it acquired six years ago for £25bn, after research suggested it meant more to consumers than Wanadoo.
Orange has retrained staff to deal with broadband sales and enquiries, and is building dedicated in-store areas.
Other changes will include revised point-of-sale material and an in-store magazine devoted to broadband. The magazine, by John Brown Citrus Publishing, will maintain the style of the Orange broadband activity created by French agency Marcel and adapted for the UK by Fallon.
Orange head of marketing Matt Gayleard said the new-look stores would be split into three areas: broadband, pay as you go and pay monthly. He added that the changes were prompted by research that suggested customers wanted a simpler store experience.
'We want to get much more out of the stores,' he said. 'We needed to give customers the ability to purchase products easily (and) without jargon.'
Orange is launching Europe's first 'quadruple-play' mobile phone service, which will mean that its customers will get just one bill from the company for mobile, landline, internet and TV services.
Last month Orange appointed direct agency Bright to oversee sales promotion, point-of-sale and retail activity for the ISP rebrand.
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