Cable & Wireless Communications faced challenges in creating consistency across its diverse markets and outdated retail experiences under its various brands like BTC and FLOW. Through an ideation process and research, it developed a transformed retail experience with digital and experiential elements reflecting the Caribbean. This brought a first-world experience to customers by showing how products and services enhance life. Digital tools help showcase the brand, assist customers, and improve processes like queuing and bill payment. The new approach has led to improved performance including positive brand perception, increased satisfaction, sales and market share as well as a higher net promoter score.