Orange - digital channels optimization

Synerise supports Orange in building a better customer experience and growth in e-commerce.


Orange Polska is one of the big four Polish telecoms. In total, the operator supports over 20 million accounts, including over 15 million active SIM cards. OPL is the first network in Poland to test 5G technology and the Internet of Things on a large scale. They focus on offering unified services from both the mobile world and fixed-line functionalities.


1. Build personalized business models:

Building business models that create positive customer relationships and drive revenue in digital channels.

2. Encouraging purchases:

Use e-commerce mechanism with personalized offers, automating sales and marketing processes.

3. Educating customers about tech solutions:

Optical fiber, converged services(combined packages: internet, television, telephone).

Selected solutions

Orange uses the Synerise ecosystem, which is based on Artificial Intelligence (AI). The implemented product recommendations, including the AI recommendation engine for the My Orange mobile application, AI-supported search engine and dynamic content campaigns, all meet expectations. In addition, several e-mail and push campaigns were launched, as well as the omnichannel campaign aimed at abandoned offline shopping carts.


Changing Orange’s business model in the direction of digital transformation required significant internal reorganization as well as a partnership with tech specialists in the field of personalization and marketing automation.The choice of Synerise was motivated by:

  • broad portfolio of services,
  • readiness to adapt solutions to the digital architecture in the transformation in Orange Polska,
  • effective partnership cooperation as part of proof-of-concept,
  • quick and easy integration,
"We searched the market extensively and even tried building our own tools for collecting events and monitoring customer actions on the Orange website. We looked for a partner that would be able to personalize content throughout our digital ecosystem, which included our website, application and mail campaigns.We started a proof of concept project with Synerise and got excellent results, which has now turned into a long-term partnership."

Piotr Zimak, Head of Personalization, Online Comms & AI at Orange Polska

Selected results

  • +100% inapp/simple push conversion
  • 0,11 increase of vas sales
  • +75% conversion on dynamic content


Digital channels used to reach customers are currently the most exploited medium in terms of sales opportunities that the implementation of new technologies can bring. The current model based on stationary sales is changing and digital channels are increasing their share of all sales, displacing, for example, call centers.

Understanding customer needs and adapting to them is much easier when you have an analytical tool such as Synerise, which not only collects and processes data but also recommends options and predicts results.

Thanks to the implementation of the Synerise platform, Orange now offers its clients not only a more positive shopping experience, but also flexibly responds to market challenges and achieves the goals contained in its strategy.