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Flow Webinar Presentation May 2016

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How to increase revenue and loyalty through brand transformation

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Flow Webinar Presentation May 2016

  1. 1. How to increase revenue and loyalty through brand transformation The FLOW Story – May 17, 2016
  2. 2. Will Gibson Vice President - Retail at Cable & Wireless Communications The FLOW Story – May 17, 2016 Cable & Wireless Communications is a full service telecoms provider Three banners: BTC, Cable&WirelessPanama, FLOW 6 million+ customers in 16 countries throughout the Caribbean and Latin America
  3. 3. Challenges The FLOW Story – May 17, 2016 • Diverse geography • Governance • Lack of consistency • Introducing the FLOW brand to different markets • Outdated retail experience
  4. 4. Objectives The FLOW Story – May 17, 2016 Bring a first-world, cutting-edge retail experience to the Caribbean Create a retail experience that educates customers on how products and services can enhance their life Ensure these ambitions reflect the region’s economic and demographic realities
  5. 5. How did you achieve these goals? The FLOW Story – May 17, 2016 • Ideation • Multiple design iterations • Series of research • Digital and experiential • Caribbean look and feel • Prototyping – Miami retail lab
  6. 6. The new FLOW brand The FLOW Story – May 17, 2016 Transformed retail experience Interact with full range of devices Shows how we’re different
  7. 7. The role of digital The FLOW Story – May 17, 2016 • Replaces brochures, flyers and posters • Showcases brand in an immersive way • Assists customer retail journey • Increases customer interaction with brand • Immerses customer in retail environment • Brings store experience together
  8. 8. How is digital being leveraged? The FLOW Story – May 17, 2016 Queuing station triages customers to the correct store area – reducing wait times and anxiety levels Queue menus move from screen to screen – encouraging customers to move around the store Bill payment kiosks speed up service Charge-up stations – free service for visitors
  9. 9. Store performance The FLOW Story – May 17, 2016 • Positive brand perception • Improved business functions and customer service • Increased to positive Net Promoter Score +20 in Dominica • Gained market share • Increased customer satisfaction and sales
  10. 10. Advice on brand transformations The FLOW Story – May 17, 2016 A retail brand transformation will touch every aspect of the business It needs to be everyone’s project – engage every department Don’t be a “me too” – don’t just settle for the same, think beyond Set your bar high and be different Stand out from the crowd to get attention
  11. 11. Question Period 1.800.747.5150 Access: 5697142 The FLOW Story – May 17, 2016

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